College Student's Perception and Preference of Brand Name Foodservices in University Dining Operations

Abstract

The purpose of this study was to examine Caucasian consumers' evaluative responses to the use of African American models in advertisements. The current research study reexamined the concept of white backlash, which is a negative reaction by white consumers to the use of black models in advertisements. Since the 1960's, research has been nonconclusive and debatable among academic scholars. This study focused specifically on four product-types, which were either utilitarian, value-expressive, personal, or high-involvement in nature. Participants in the study were 304 students at three Midwestern universities with similar geographic locations. An experimental design on the internet was used to conduct the research. Four different product-types were used with a total of eight advertisements. Each product had two identical advertisements with the exception of the models race: one Caucasian model and one African American model. A measurement tool with a seven point semantic scale was used by pairing 12 adjectives with polar opposites. The study focused on significant differences between product types in regard to ad appeal, company image, and product brand. Participants evaluative responses to the use of black models in advertisements were not significantly different from responses to white models. Regardless of product-type, the findings indicate that the sample responded equally to advertisements regardless of the race of the model in the advertisement. This research study provides evidence to dispute the concerns advertisers might have with using minorities in advertisements.