Effects of ethnic advertising on consumers of minority and majority groups: the moderating effect of humor

The effects of portrayals of ethnic endorsers in advertising are ambiguous. These portrayals strengthen the ethnic identity of ethnic minority groups, thus leading to positive responses toward the ad. They can lead to negative responses, because these portrayals can be perceived as stereotyped. Humor is a tool that can increase positive effects of identity-building and reduce negative effects of stereotyping. In this study, we investigate how humor moderates the effects of ethnic advertising on consumers from ethnic minority and majority groups. We find that humor supports the effects of traditional portrayals for both groups. Moreover, the effect of traditional portrayals combined with humor is strongest for the minority group. These findings provide evidence for the positive effects of humor in ethnic advertising and thus provide new insights to the stereotyping, ethnic advertising, and humor literature. The findings have practical implications for advertising using ethnic endorsers, humor, or targeted at ethnic minority groups.     

Reexamining Masculinity,Femininity,and Gender Identity Scales

This research compares and contrasts three gender identity instruments, the Bem Sex Role Inventory (BSRI), the Personal Attributes Questionnaire (PAQ), and the Sexual Identity Scale (SIS), that have been used in previous investigations of various aspects of consumer behavior. Specifically, it examines the dimensionality and internal reliability of each scale, inter-scale correlations, and the relationship of each scale to biological sex. Results indicate that the gender identity scales consist of several dimensions beyond those typically interpreted as masculinity and femininity. The femininity factors emerging in the three scales tended to be highly correlated, and females scored higher than males on the femininity factors. However, the three masculinity factors were not correlated with one another, and were not as strongly associated with biological sex—females identified with typically masculine traits just as much as males. The implications of these results for using gender identity in consumer research are discussed, and future research opportunities are explored.     

The influence of personal and social identity on the clothing consumption of adolescents

We consider the influence of personal and social identity among adolescents on the importance they attach to clothing products and brands. The conceptual framework includes more conventional variables such as socialization (family, peers, media, and celebrities) and individual characteristics (gender and grade level). Based on a sample of 1,596 French high school adolescents, our results highlight: (i) the influence of identity on the importance attached to product and brand; (ii) the mediating effects of personal and social identities; and (iii) the moderating effects of gender and grade level. We conclude with an analysis of theoretical contributions, practical implications, and future research directions. Copyright © 2016 ASAC. Published by John Wiley & Sons, Ltd.     

Belonging or estrangement—The European Refugee Crisis and its effects on immigrant identity

This study examines the impact of the 2015 European Refugee Crisis on the ethnic identity of resident migrants in Germany. To derive plausibly causal estimates, I exploit the quasi-experimental setting in Germany, by which refugees are allocated to different counties by state authorities without being able to choose their locations themselves. This study finds that higher shares of refugees in a county increased migrants’ attachment to their home countries, while not affecting their perceived belonging to Germany. Further analyses uncover strong heterogeneities with respect to country of origin and suggest that concerns about xenophobia, experiences of discrimination, and the consumption of foreign media contributed to these effects. Lastly, I find that changes in ethnic identity coincide with the political polarization of migrants.     

Going global,feeling small: an examination of managers' reactions to global restructuring in a multinational organisation

This paper is concerned with examining the reactions of managers to the process of global restructuring in a large, multinational food-processing company. Much extant research concerning globalisation has focused on the wider economic, political and social outcomes. Perhaps surprisingly, relatively little attention has been given to how globalisation is experienced inside organisations. This paper examines how country-level managers have been affected by the move to a new global structure in their organisation. We present evidence of these managers feeling disempowered by global reorganisation and of a largely negative impact on their feelings towards the organisation they work for.     

涉税舆情引导中的税务形象构建

网络时代传播学视野下的涉税舆情形成、变化、发展是多元价值观博弈的真实反映。税务部门应该强化传播系统内的表达意识,利用网络等新媒体平台构建良好的税务形象、增强认同。     

中式英语的社会身份解读

中式英语是跨语言影响的产物,但对其作为语言学符号的社会身份存在疑义。中式英语的新发展表明,中国在国际舞台上不断增长的信心正在转换为对中式英语作为一种语言学符号的社会身份合法性的再评估。