Strength in diversity: How incongruent racial cues enhance consumer preferences toward conservative brands

A growing number of brands utilize political stances and ideological beliefs to communicate their image to customers. In examining how a brand's ideological stance might impact consumer preferences, the current research examines how a persuasive appeal can be more effective when it provides cues which are incongruent with a brand's perceived political ideology. Five studies show that conservative brands can enhance consumer attitudes, purchase intentions, and brand choice by using dark brown (versus pale white or yellow) skin-toned messaging cues such as emojis in their social media messages. These racial cues, which are incongruent with the in-group preferences associated with conservativism, increase a consumer's willingness to advocate for the brand. Furthermore, this effect is mitigated if the social media message includes excessive cues or if the message is a paid promotion. Practical implications for marketing and social media strategies are provided.

Automated summary

An increasing number of brands are using political stances and ideological beliefs to convey their image to customers. Research shows that a persuasive appeal can be more effective when it provides cues incongruent with a brand's perceived political ideology. Specifically, conservative brands can improve consumer attitudes, purchase intentions, and brand choice by using dark skin-toned messaging cues, such as emojis, which are incongruent with conservative in-group preferences.