In today’s multicultural societies, ethnic targeting is increasingly important for marketing. Two main approaches to target ethnic minorities have emerged: messaging consumers when their ethnic identity is most salient, and featuring spokespeople who have the same heritage as the target. We conduct replications of two articles representative of these research streams: Forehand and Deshpandé (2001) and Deshpandé and Stayman (1994). Our findings identify generational status as an important boundary condition for these ethnic targeting strategies.

advertising, ethnicity, identity, minority targeting
Statistical Decision Theory; Operations Research (jel C44), Marketing (jel M31), Marketing and Advertising: Other (jel M39)
Erasmus Research Institute of Management
ERIM Report Series Research in Management
Erasmus Research Institute of Management

Lenoir, A.-S.I.A, Puntoni, S, Reed II, A, & Verlegh, P.W.J. (2013). The Impact of Cultural Symbols and Spokesperson Identity on Attitudes and Intentions (No. ERS-2013-010-MKT). ERIM Report Series Research in Management. Erasmus Research Institute of Management. Retrieved from