Working Paper

From Representation to Reception: Evaluating the Impact of Diversity in TV Advertising on Consumer Purchase Intention

Gijs Overgoor

Southern Methodist University

Gokhan Yildirim

Imperial College Business School

Yakov Bart

Northeastern University

Koen Pauwels

Northeastern University

Jun 16, 2023


Analyzes TV viewing behavior and survey data to determine how Black actors’ share of TV ads affects purchase intent and how this varies by consumers’ cognitive processing of ads and the level of public attention to inequality.

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