Diversity in Advertising: Broadening the Scope of Research Directions

by Jerome D. Williams (Editor), Wei-Na Lee (Editor), Curtis P. Haugtvedt (Editor)

This volume grew out of the annual Advertising and Consumer Psychology conference sponsored by the Society for Consumer Psychology. Representing a collection of research from academics in the fields of social psychology, advertising, and marketing, the chapters all focus on discussing existing and needed research to face the challenges of diversity in the next millennium. The contributors are researchers who have pushed the envelope in understanding diversity in advertising, rather than merely relying on theoretical frameworks developed decades ago when the demographics of the population were much different.

This volume provides a vast array of information for academics and practitioners seeking to better understand how individual characteristics impact on the sending, receiving, and processing of communication efforts. It highlights past and current knowledge on diversity in advertising, important questions that have not been addressed satisfactorily in this area, and how current theories can be used to construct better communication plans and message content. The various chapters draw upon existing literature from the fields of psychology, marketing, and related disciplines to amplify understanding and insight into developing effective advertising approaches to reach diverse audiences. This book will contribute to the understanding of the diversity of people, the changing landscape of the U.S., and the need for a more inclusive society.

472 pages, Hardcover

First published January 1, 2004

Reviews

[Lauren]

A fascinating look at a variety of studies done in the field of advertising in order to understand the impact of diversity on consumer behavior. Many of the studies in the book had significant overlap, which, on the one hand, provided a thorough picture of the type of work being done, but on the other hand, didn't impart much new information. I think this book would have been better if it not only included the various research and case studies done on the topic of diversity in advertising, but dealt with broader issues of how advertising to minorities affects perceptions and stereotypes of minorities by nonwhites and whites.