Black and white response to culturally targeted television commercials: A values‐based approach

This study examines the effect of four national television advertisements for product category leader brands. These ads were developed expressly for black consumers. Through the use of cultural values, responses to ethnic or subculturally oriented marketing communication was measured. Two hundred and seventy one black and white respondents were drawn from a large urban, mid‐western city and a midsize deep‐south city. Multivariate analysis of variance was used to determine the differences between responses to each advertisement by black versus white respondents. The study confirmed the results that black respondents display a more positive affect toward a commercial message featuring black actors than do comparable whites.