Comparing Preferences towards Multiracial Advertising in Sweden and the US-Exploration through Eye-Tracking

被引：3

作者：

Torngren, Sayaka Osanami ^{[1
]}

Moriuchi, Emi ^{[2
]}

Adolfsson, Caroline ^{[3
]}

Nystrom, Marcus ^{[4
]}

Ulver, Sofia ^{[5
]}

机构：

[1] Malmo Univ, Malmo Inst Studies Migrat Divers & Welf, S-21119 Malmo, Sweden

[2] Rochester Inst Technol, Coll Business, Rochester, NY 14623 USA

[3] Malmo Univ, Global Polit Studies, S-21119 Malmo, Sweden

[4] Lund Univ, Humanities Lab, S-22100 Lund, Sweden

[5] Lund Univ, Dept Business Adm, S-22100 Lund, Sweden

来源：

GENEALOGY | 2020年 / 4卷 / 04期

基金：

瑞典研究理事会;

关键词：

racial preference; multicultural advertisement; Sweden; US; eye-tracking; RACE; ETHNICITY; GENDER; PORTRAYALS; REPRESENTATIONS; ASSOCIATION; STEREOTYPES; TELEVISION; ATTITUDES; CONSUMERS;

D O I：

10.3390/genealogy4040109

中图分类号：

C95 [民族学、文化人类学];

学科分类号：

0304 ; 030401 ;

摘要：

This article examined and compared the US-born and Swedish-born college students' preferences towards monoracial or multiracial advertisement. We showed four fashion advertisements, tracked their eye movements with a stationary eye-tracker, and asked questions through survey and debriefing to understand how students see and perceive advertisements with and without racial diversity. We found that both Swedish and American students exhibited higher preference in monoracial advertisements. We also found that Swedish and American students' preferences towards advertisements were quite similar, but there were some variations in the reported level of attractiveness of the advertisements, reaction times, and dwell time between the Swedish and American students. Even though we did not find any statistically significant results from the eye-tracking data due to the limited sample size, the results point to interesting trends and tendencies that need to be addressed in further studies.

引用

页数：14

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