Changes for page Studies: Media

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1	1	= Media =
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	3	+{{expandable summary="Study: Interracial Couples in Ads: Do Consumers' Gender and Racial Differences Affect Their Reactions?"}}
	4	+**Source:** *Journal of Current Issues & Research in Advertising*
	5	+**Date of Publication:** *2018*
	6	+**Author(s):** *Subodh Bhat, Susan Myers, Marla Royne*
	7	+**Title:** *"Interracial Couples in Ads: Do Consumers' Gender and Racial Differences Affect Their Reactions?"*
	8	+**DOI:** [https://doi.org/10.1080/10641734.2018.1428249](https://doi.org/10.1080/10641734.2018.1428249)
	9	+**Subject Matter:** *Advertising, Interracial Relationships, Consumer Psychology*
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	11	+{{expandable summary="📊 Key Statistics"}}
	12	+1. **General Observations:**
	13	+ - Participants reacted more negatively to ads featuring Black-White interracial couples than to ads with same-race couples.
	14	+ - Ads with interracial couples caused **significantly more negative emotions** (Mean = 2.49) compared to same-race ads (Mean = 2.03).
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	16	+2. **Subgroup Analysis:**
	17	+ - No significant differences were found between **Black vs. White participants** or **male vs. female participants** in their reactions.
	18	+ - Both racial groups and genders showed the same negative emotional responses to interracial ads.
	19	+
	20	+3. **Other Significant Data Points:**
	21	+ - The average attitude toward the ad (Aad) was lower for interracial ads (Mean = 3.48) compared to same-race ads (Mean = 3.92).
	22	+ - The average attitude toward the brand (Abrand) was also lower for interracial ads (Mean = 2.93) compared to same-race ads (Mean = 3.29).
	23	+{{/expandable}}
	24	+
	25	+{{expandable summary="🔬 Findings"}}
	26	+1. **Primary Observations:**
	27	+ - Interracial couples in ads generated **more negative emotions** and less favorable evaluations of both the ad and the brand.
	28	+ - This effect was **independent of the participant’s race or gender.**
	29	+
	30	+2. **Subgroup Trends:**
	31	+ - Although previous studies suggested that women or Whites might react more negatively, this study found **no statistically significant gender or race differences.**
	32	+
	33	+3. **Specific Case Analysis:**
	34	+ - Negative emotional reactions included disgust, anger, irritation, contempt, and worry.
	35	+ - The study used a controlled, fictional coffee brand ad to isolate racial dynamics without brand bias.
	36	+{{/expandable}}
	37	+
	38	+{{expandable summary="📝 Critique & Observations"}}
	39	+1. **Strengths of the Study:**
	40	+ - Rigorous controlled experiment with random assignment.
	41	+ - Solid statistical reliability (Cronbach’s alpha > 0.87 for all scales).
	42	+
	43	+2. **Limitations of the Study:**
	44	+ - Student-only sample, which limits generalizability to the broader population.
	45	+ - Only tested Black-White couples; other interracial pairings were not examined.
	46	+ - Relied on self-reported measures without testing implicit bias.
	47	+
	48	+3. **Suggestions for Improvement:**
	49	+ - Future research should explore a wider range of racial pairings (e.g., Asian-White, Hispanic-White).
	50	+ - Testing should include diverse age groups and real consumer markets.
	51	+ - Implicit bias testing should be incorporated to capture subconscious reactions.
	52	+{{/expandable}}
	53	+
	54	+{{expandable summary="📌 Relevance to Subproject"}}
	55	+- This study provides quantitative confirmation that **interracial romantic pairings in media still face significant consumer resistance,** even among younger generations and across racial lines.
	56	+- It supports the critique that modern media’s push for interracial depictions may not align with audience preferences, despite corporate DEI trends.
	57	+- The study shows that backlash to interracial representation is measurable, not just anecdotal.
	58	+{{/expandable}}
	59	+
	60	+{{expandable summary="🔍 Suggestions for Further Exploration"}}
	61	+1. Investigate **longitudinal trends** to see if resistance to interracial ads has decreased since 2018.
	62	+2. Explore **differences by racial pairing types** (e.g., Asian-White vs. Black-White).
	63	+3. Examine **implicit bias** alongside explicit attitudes to uncover potential hidden consumer prejudices.
	64	+{{/expandable}}
	65	+
	66	+{{expandable summary="📄 Download Full Study"}}
	67	+[[Download Full Study>>attach:bhat2018.pdf]]
	68	+{{/expandable}}
	69	+{{/expandable}}
	70	+
	71	+
5	5	{{expandable summary="Study: White Americans’ Preference for Black People in Advertising Has Increased in the Past 66 Years"}}
6	6	Source: Journal of Advertising Research
7	7	Date of Publication: 2022