Marie A Bragg1, Alysa N Miller2, David A Kalkstein3, Brian Elbel4, Christina A Roberto5. 1. Department of Population Health, New York University School of Medicine, 227 East 30(th)Street, New York, NY, 10016, United States; College of Global Public Health, New York University, 726 Broadway, New York, NY, 10012, United States. Electronic address: marie.bragg@nyumc.org. 2. Department of Population Health, New York University School of Medicine, 227 East 30(th)Street, New York, NY, 10016, United States. 3. Department of Psychology, Stanford University, 450 Serra Mall, Building 420, Stanford, CA, 2130, United States. 4. Department of Population Health, New York University School of Medicine, 227 East 30(th)Street, New York, NY, 10016, United States; New York University Wagner School of Public Service, 295 Lafayette St, New York, NY, 10012, United States. 5. Perelman School of Medicine, University of Pennsylvania, 3535 Market Street, Mezzanine, Philadelphia, PA, 19104, United States.
Abstract
INTRODUCTION: The present study measures how racially-targeted food and beverage ads affect adolescents' attitudes toward ads and brands, purchase intentions for advertised products, and willingness to engage with brands on social media. METHODS: Black and White adolescents were recruited through Survey Sampling International in 2016. Participants completed an online survey in which they were randomized to view either four food and beverage ads (e.g., soda, candy commercials) featuring Black actors or four food and beverage ads featuring White actors. RESULTS: For the two components of the attitudinal outcome, Black participants were more likely to report a positive affective response toward racially-similar ads compared to Whites. However, White participants were more likely to like ads that were racially-dissimilar compared to Black participants. Data were analyzed in 2016-2017, and we used an alpha level of 0.05 to denote statistical significance. CONCLUSIONS: Both Black and White adolescents reported more positive affective responses to ads that featured Blacks compared to ads that featured Whites. Because there were no differences on two outcomes, future research should examine the influence of racially-targeted marketing in real-world contexts (e.g., social media) and longitudinal exposure to targeted advertising on dietary behavior.
INTRODUCTION: The present study measures how racially-targeted food and beverage ads affect adolescents' attitudes toward ads and brands, purchase intentions for advertised products, and willingness to engage with brands on social media. METHODS: Black and White adolescents were recruited through Survey Sampling International in 2016. Participants completed an online survey in which they were randomized to view either four food and beverage ads (e.g., soda, candy commercials) featuring Black actors or four food and beverage ads featuring White actors. RESULTS: For the two components of the attitudinal outcome, Black participants were more likely to report a positive affective response toward racially-similar ads compared to Whites. However, White participants were more likely to like ads that were racially-dissimilar compared to Black participants. Data were analyzed in 2016-2017, and we used an alpha level of 0.05 to denote statistical significance. CONCLUSIONS: Both Black and White adolescents reported more positive affective responses to ads that featured Blacks compared to ads that featured Whites. Because there were no differences on two outcomes, future research should examine the influence of racially-targeted marketing in real-world contexts (e.g., social media) and longitudinal exposure to targeted advertising on dietary behavior.
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