Too much or not enough? Navigating ethnic minorities' role portrayal in public health advertisements

Abstract

I examined how the role portrayal of ethnic minority models— featuring in major, minor, or equally major roles with White models— in public health ads influences the behavioral intention of ethnic minority members. Using an experimental design, I explored whether an ethnic minority model featured alone in a major role as opposed to (1) an equal role with a White model or (2) a minor role as opposed to a White model in a major role, leads to perceptions of negative stereotyping. Further, I investigated how this impacts perceived benevolence and behavioral intention. I also examined whether an ethnic minority model featured alone in a minor role as opposed to (1) an equal role with a White model or (2) a minor role as opposed to a White model in a minor role, leads to perceptions of social exclusion. Further, I investigated how this impacts perceived benevolence and behavioral intention.