Browsing FGV EAESP - Centros de Estudos by Title "Resposta de consumidores para modelos como símbolos de grupos de referência em propaganda do Brasil (símbolos de grupos de referência em propaganda)"

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Consumer response to models as reference group symbols in Brazilian advertising (reference group symbols in advertising)

Jones, Victoria
2005-11-24

While previous studies have shown that advertisements in the U.S. are generally most effective when they match the race of the model and consumer. This study found that Brazilian consumers did not respond preferentially ...