From Print to Protest: Examining How Advertisements May Spur Social Activism: An Abstract

Abstract

Race is at the forefront of marketers and consumers’ minds as the need for social justice and a focus on anti-racism enter daily conversations. Race strongly influences consumer behavior (Pitts et al. 1989; Sexton 1972), and consumers are increasingly engaging in various forms of protest which attempt to shape markets and organizations within them (Bradford 2020; Kates and Belk 2001; Klein et al. 2004; Kozinets et al. 2012; Kozinets and Handelman 2004; Scaraboto and Fischer 2013; Sen et al. 2001). Though research has established strong links between race and consumer behavior, there remains an opportunity to examine how race influences consumer behaviors that seek to contest the marketplace. This study seeks to examine how perceptions of racially stereotyped advertisements may affect consumer willingness to participate in forms of activism. Primarily, race is viewed as a demographic variable upon which to assess differences among consumers (Akers 1968; Barban and Cundiff 1964). Recent research challenges prior notions of race in the marketplace and orients race as more than a demographic variable to consider the many ways in which race is culturally constructed (Grier et al. 2019). Such an expanded view creates additional opportunities to examine how race influences consumer responses in marketplaces. Alternatively, literature provides examples of how consumers may respond to market messages through boycotts and protests in attempts to alter markets or society (Kates and Belk 2001; Klein et al. 2004; Kozinets et al. 2012; Sen et al. 2001). Generally, these responses to markets are viewed as consumer movements which are meant to mobilize consumers against business in efforts to transform both business behaviors and consumer culture (Kozinets and Handelman 2004). These movements have the potential to change interactions between consumers and businesses where consumers intend to alter marketplace demand until desired changes are obtained (Weber et al. 2008). This study utilizes a framework to examine the extent to which an individual’s perception of racially stereotyped advertisements may lead to forms of activism. In a 2 (message characteristics: stereotypical vs. non-stereotypical) × 2 (model characteristics: Black vs. White) between-subjects designed study, the findings reveal that individuals who view racially stereotyped advertisements are likely to participate in monetary activism (e.g., raising money to support a cause) and protest activism (e.g., attend a protest).