Using Self-referencing to Explain the Effectiveness of Ethnic Minority Models in Advertising

Christina Kwai-Choi Lee, Nalini Fernandez and Brett A.S. Martin University of Auckland Business School, New Zealand Advertising research has generally not gone beyond offering support for a positive effect where ethnic models in advertising are viewed by consumers of the same ethnicity. This study offers an explanation behind this phenomenon that can be useful to […]

Read More

A Stranger’s Touch: Effects of Accidental Interpersonal Touch on Consumer Evaluations and Shopping Time

BRETT A. S. MARTIN   This article examines an unexplored area of consumer research—the effect of accidental interpersonal touch (AIT) from a stranger on consumer evaluations and shopping times. The research presents a field experiment in a retail setting. This study shows that men and women who have been touched by another consumer when examining […]

Read More