Customer Inferences about Racial Composition in Ads: A Comparison of Monoracial and Interracial Models

Abstract

Across four experiments, we use correspondent inference theory to explain customer inferences about organizational inclusiveness and ulterior motive following exposure to monoracial (same race) or interracial (different race) advertising models. The results reveal that the presence of monoracial models from a nondominant racial group (Black; Latino/a/x) or interracial models improves perceptions of organizational inclusiveness more than monoracial models from a dominant racial group (White). However, the presence of interracial models also heightens consumers’ suspicion of the advertiser’s ulterior motive, thereby negatively impacting brand evaluations. We eliminate alternative explanations and identify a theoretically and practically relevant boundary condition that contextualizes the general findings: featuring a larger number of models reduces consumers’ suspicion and improves evaluations of interracial models in advertisements. We empirically confirm that the models’ racial composition impacts perceptions of organizational inclusiveness, ulterior motive, attitudes toward the ad, and purchase likelihood. We discuss the contributions, implications, and limitations of the research.