Article A - Khan, U., Kim, S., Choi, S., & Labroo, A. (2024). Flashcards
(12 cards)
What is the article about?
Name: Diversity Representations in Advertising: Enhancing Variety Perceptions and
Brand Outcomes
What is the main hypothesis (H1) of the article?
C. Diversity in advertising increases perceived product variety.
What research method did the authors primarily use to test their hypotheses?
C. Series of controlled experiments using mock advertisements.
What is a key downstream effect of increased perceived product variety according to the article?
B. Increase in brand impression and willingness to pay.
What is the core mechanism that explains why diversity increases perceived variety?
B. People infer varied needs from visible diversity among consumers.
How did the authors measure consumer response in Study 1?
B. Through participant ratings of variety, creativity, and brand impression.
What implication does this research have for marketers with limited product assortments?
B. They can use diversity cues to simulate broader variety perceptions.
Which of the following is NOT one of the positive brand outcomes observed in the studies?
A. Increased product returns.
What boundary condition was identified in Hypothesis 5?
C. Diversity effects weaken when differences in consumer needs are hard to infer.
What did the follow-up studies in the article demonstrate?
C. Diversity can influence real brand choices and behavioral intentions.
What is the article’s overall contribution to marketing literature?
B. It demonstrates how diversity can alter perceptions without changing product offerings.
Implications
Marketers can utilize brand diversity to increase consumer preference by:
1) Depicting diverse models in advertisements, which creates a perception of greater product variety, which in turn has several positive outcomes for brands.
2) Brands that offer limited variety, or face resource constraints to diversify, may especially benefit by enhancing the perception of variety through diversity in their ads.
