Diverse Advertising: The Way to Go? The Influence of Diverse Ads on Consumer Affect and Brand Perception

Abstract

Faced with the problem of inequality, brands increasingly try to contribute to an inclusive society through diverse marketing. This thesis is concerned with uncovering whether diverse advertisements affect consumer brand perceptions, whether this effect is mediated by consumer affect, and whether the relation between perceived diversity and consumer affect is moderated by belief congruence. A survey (N = 117) under Dutch-speaking adults measured consumer responses to a diverse advertisement. A significant correlation was found between perceived diversity and brand perception. No significant mediation effect was found for consumer affect on the aforementioned relationship. Perceived diversity, however, does have a significant effect on consumer affect. The relationship between perceived diversity and negative affect, but not positive affect, was found to be moderated by belief congruence. The results indicate that people respond positively to diverse advertising, both in their perceptions of the advertising brand and emotionally. This outcome, paired with findings from other studies confirming the positive impact diverse media have on the reduction of social inequality, underlines the power diverse marketing can have in building a more inclusive society.