Ethnic Evaluations of Black Models in Advertising: Identity, Comparison, and Skin Tone

This study investigates the interaction effects of strength of ethnic identity (high/low), social comparison (comparer/noncomparer), and model skin tone (light/dark) on source credibility and advertisement evaluations among Black respondents. A 2 x 2 x 2 between-subjects experimental design revealed a marginally significant two-way interaction (strength of ethnic identification x model skin tone) and a significant three-way interaction. Strong ethnic identifiers rated light-skinned and dark-skinned Black character advertisements higher on source credibility and Aad than did weak ethnic identifiers, with greater rating differences for the dark-skinned Black character advertisement. Black comparers with high ethnic identification evaluated the light-skinned Black character advertisement more favorably on source credibility and attitude toward the ad than did Black comparers with low ethnic identification. Research findings, implications, and limitations are discussed.