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December 5, 2025Journal of Marketing

EXPRESS: Ethnic Diversity in Advertising: A Meta-Analysis

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Authors

MEMartin EisendARAnne Rosser

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Overview

Meta-analysis shows ethnic diversity in advertising affects consumer responses by 1,276 effect sizes across 106 studies, suggesting complexities from cultural factors and rule of law.

Key Points

  • Ethnic diversity in advertising impacts consumer responses, revealing nuanced effects influenced by cultural factors.
  • 1,276 effect sizes from 106 studies spanning 21 countries indicate small effects moderated by socioeconomic factors.
  • Meta-analysis approach provides comprehensive insights into advertising's effectiveness for ethnic minority audiences.
  • Findings suggest implications for marketers to consider cultural contexts and the rule of law in advertising strategies.

Cite This Study

Eisend et al. (2025) studied this question.

synapsesocial.com/papers/694022492d562116f28fbe79https://doi.org/10.1177/00222429251408344
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