Strength in diversity: How incongruent racial cues enhance consumer preferences toward conservative brands

Abstract

A growing number of brands utilize political stances and ideological beliefs to communicate their image to customers. In examining how a brand’s ideological stance might impact consumer preferences, the current research examines how a persuasive appeal can be more effective when it provides cues which are incongruent with a brand’s perceived political ideology. Five studies show that conservative brands can enhance consumer attitudes, purchase intentions, and brand choice by using dark brown (versus pale white or yellow) skin-toned messaging cues such as emojis in their social media messages. These racial cues, which are incongruent with the in-group preferences associated with conservativism, increase a consumer’s willingness to advocate for the brand. Furthermore, this effect is mitigated if the social media message includes excessive cues or if the message is a paid promotion. Practical implications for marketing and social media strategies are provided.