Rethinking common ingroup identity model in minority restaurant messages: The moderating role of moral identity

Abstract

How minority-owned small restaurants could effectively communicate to mainstream markets is the key for their survival. This study applies the common ingroup identity model to explore the underlying mechanism through which group identity framing leads to White guests’ patronage intentions to minority-owned restaurants. Through two online experiments, the study reveals a different result from the common ingroup identity model. While a common identity (vs. different identity) message increases White consumers’ perceived closeness with the minority owners, it does not lead to higher restaurant visit intentions. Instead, for those with higher levels of moral identity, a different identity (vs. common identity) message leads to stronger visit intention to the ethnic minority-owned restaurant. The study findings provide valuable implications for minority restaurant owners to manipulate their marketing messages to appeal to a larger mainstream customer base.