In September 2019 during a study on diversity representation in advertising in the United States, it was found that 23 percent of surveyed participants said that seeing mixed-race couples and families in advertising had a big positive effect on their purchase decisions. At the same time, six percent of respondents said that such representation in advertising would have a negative impact on their buying choices.
Impact of diversity in advertising on purchase decisions of consumers in the United States as of September 2019
Characteristic
Big positive
Some positive
Some negative
Big negative
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MarketingCharts. (March 2, 2020). Impact of diversity in advertising on purchase decisions of consumers in the United States as of September 2019 [Graph]. In Statista. Retrieved July 27, 2024, from https://www.statista.com/statistics/1179910/impact-diversity-in-advertising-buying-decisions-us/
MarketingCharts. "Impact of diversity in advertising on purchase decisions of consumers in the United States as of September 2019." Chart. March 2, 2020. Statista. Accessed July 27, 2024. https://www.statista.com/statistics/1179910/impact-diversity-in-advertising-buying-decisions-us/
MarketingCharts. (2020). Impact of diversity in advertising on purchase decisions of consumers in the United States as of September 2019. Statista. Statista Inc.. Accessed: July 27, 2024. https://www.statista.com/statistics/1179910/impact-diversity-in-advertising-buying-decisions-us/
MarketingCharts. "Impact of Diversity in Advertising on Purchase Decisions of Consumers in The United States as of September 2019." Statista, Statista Inc., 2 Mar 2020, https://www.statista.com/statistics/1179910/impact-diversity-in-advertising-buying-decisions-us/
MarketingCharts, Impact of diversity in advertising on purchase decisions of consumers in the United States as of September 2019 Statista, https://www.statista.com/statistics/1179910/impact-diversity-in-advertising-buying-decisions-us/ (last visited July 27, 2024)
Impact of diversity in advertising on purchase decisions of consumers in the United States as of September 2019 [Graph], MarketingCharts, March 2, 2020. [Online]. Available: https://www.statista.com/statistics/1179910/impact-diversity-in-advertising-buying-decisions-us/