Abstract
This article examined and compared the US-born and Swedish-born college students’ preferences towards monoracial or multiracial advertisement. We showed four fashion advertisements, tracked their eye movements with a stationary eye-tracker, and asked questions through survey and debriefing to understand how students see and perceive advertisements with and without racial diversity. We found that both Swedish and American students exhibited higher preference in monoracial advertisements. We also found that Swedish and American students’ preferences towards advertisements were quite similar, but there were some variations in the reported level of attractiveness of the advertisements, reaction times, and dwell time between the Swedish and American students. Even though we did not find any statistically significant results from the eye-tracking data due to the limited sample size, the results point to interesting trends and tendencies that need to be addressed in further studies.
Highlights
Globalization creates an increasingly economically, socially, and culturally independent world (Sobol et al 2018)
Among the 19% of first generation immigrants, around 35% are of Asian and the Middle Eastern origin, which is the largest non-white/European group in Sweden
It is not possible to conclude the statistical conclusiveness of the result, these descriptive statistics inferred a possible to conclude the statistical conclusiveness of the result, these descriptive statistics inferred a tendency among Swedish students to exhibit a higher preference for monocultural advertisements than the American students
Summary
Globalization creates an increasingly economically, socially, and culturally independent world (Sobol et al 2018). Migration is accelerating globalization and transnationalism, even in Sweden. 19% of approximately 10 million residents in Sweden are first-generation immigrants born outside of Sweden, and 9% are non-Swedish citizens. Sweden’s racial and ethnic composition has changed in a relatively short time as a result of immigration. Among the 19% of first generation immigrants, around 35% are of Asian and the Middle Eastern origin, which is the largest non-white/European group in Sweden. People of African origin make up about 10% of the population and those of Latin
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