Management Slant
- Companies and brands can use actors of different races to generate positive consumer responses if the brand is high in authenticity.
- Consumer-perceived authenticity is a direct driver of...
How advertisements mixing Black and white actors affect consumer intent: Perceived authenticity can strengthen responses to interracial advertising
Although racism against those who do not look like us has been around since before the founding of the United States, it has not diminished as our country becomes more diverse.
