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White Consumer Response to Asian Models in Advertising

Judy Cohen (Assistant Professor of Marketing at Rider College in Lawrenceville, New Jersey)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 February 1992


Discusses consumer response to the use of Asian models to reach the Asian‐American market through mass media advertising. Reports on the results of an empirical study to discover white consumer reactions to Asians in advertising. Summarizes that Asian models achieved a more favourable response advertising products associated with Asian manufacture, a less favourable response with status products, while there is no difference in response for convenience products.



Cohen, J. (1992), "White Consumer Response to Asian Models in Advertising", Journal of Consumer Marketing, Vol. 9 No. 2, pp. 17-23.




Copyright © 1992, MCB UP Limited