Ethical Responses to Public Allegations of Skin Tone Manipulation in Print Advertising: Consumer Indifference or Consumer Concern? |
| |
Authors: | Stevie Watson Penelope F DeJong |
| |
Institution: | 1. University of Dayton , Dayton, Ohio, USA;2. Park University , Parksville, Missouri, USA |
| |
Abstract: | This study examines the effect of consumer prejudice on ethical responses to public allegations of skin tone manipulation in print advertising. A sample of 156 undergraduate business students read a fictitious news story in which an advertising watchdog group accused business executives of using digital manipulation to lighten the skin tone of a Black female model featured in a product print ad. Participants then answered questions on ethical perceptions, behavioral intentions, and prejudice toward Blacks. Results suggest that low-prejudice consumers have stronger ethical concerns toward the digital lightening of ethnic models in print ads than do high-prejudice consumers. The authors discuss the findings, limitations, and directions for future research. |
| |
Keywords: | advertising digital manipulation ethics racial prejudice skin tone bias |
|
|