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Infographic: AAPI Firm Receipts

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Effects of Ethnic Identity on Perceived Advertisers’ Motives in Values Advocacy Advertising (2013)

Journal of Promotion Management (2013)

The current study examined Asian American consumers’ responses to values advocacy advertising through the interaction of levels of ethnic identification (weak or strong Asian ethnic identification) and culturally embedded ads (low and high in Asian/White culturally embedded ads) in evaluating altruistic motives of advertisers and purchase intention through an experimental design.