White Consumer Sales Response to Black Models

F OR many years, the NAACP and CORE have pursued a reduction in racial prejudice. To this end, both organizations have urged marketers and advertising agencies to use blacks more often in advertisements in media not aimed specifically at blacks.1 While a number of large firms have responded by including black models in promotional materials, many businessmen remain apprehensive because of the fear of losing sales.2 This article reports the results of an experimental study designed to provide businessmen with a measure of white consumers' sales responses to black models displayed in in-store promotional materials.