Does the Model Minority Image Work?: Consumer Responses to the Model Minority Stereotypes in Ads

Abstract

This study examines how Asian American consumers respond to ads that use the “model minority” stereotypes of Asian Americans. Based on the theoretical explanations of the match-up effect between perceived spokesperson characteristics and product attributes, this study proposes that the existing association derived from model minority stereotypes between the model minority image and particular product types influences Asian Americans’ responses to advertising. This study further proposes that the level of acculturation influences Asian Americans’ responses to ads that use stereotype-consistent portrayals of Asians. Study 1, focusing on Asian Americans’ responses, indicated that Asian Americans responded more favorably to the stereotype-consistent match than they did to the stereotype-inconsistent match. Further, Asian Americans’ acculturation levels significantly and positively affected their evaluation of the ad featuring the stereotype-consistent match. In Study 2, examining Caucasian Americans’ responses, a significant two-way interaction was found, demonstrating that Caucasians responded more favorably to the stereotype-consistent match than the -inconsistent match in ads, similar to the responses of highly acculturated Asian Americans. © 2020, © 2020 Taylor & Francis Group, LLC.