Abstract
ABSTRACT This experimental study tested the effect of advertisements featuring a multiracial family on emerging adult consumers’ responses. Participants (N = 225) had more favorable attitudes toward multiracial family ads (versus same-race, White family ads), and a serial mediation model revealed an indirect effect of model family racial composition on purchase intention via the mediators of attitudes toward the ad and toward the brand. Surprisingly, neither personal nor parental attitudes toward interracial relationships and multiracial families moderated the advertisements’ effects on outcomes. Theoretical implications of findings and practical insights for advertisers are presented.
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