Webinars
MSI Webinar: Ad-vancing Diversity: Evaluating the Impact of Diversity in TV Advertising on Consumer Purchase Intention
This study presents a longitudinal view of racial diversity in TV advertising, illustrating varying strategies among brands in response to evolving social norms and expectations on racial diversity. It highlights how societal events catalyze changes in advertising practices, influencing the representation of Black actors in TV ads. We also provide an empirical analysis of how racial diversity in TV ads affects consumer purchase intentions. The results shows a shift in consumer behavior before and after high-profile social incidents like George Floyd’s murder, emphasizing the need for a nuanced understanding of diversity in advertising.
speaker
Koen Pauwels is the Associate Dean of Research and Distinguished Professor at Northeastern University and founding General Director of its Digital, Analytics, Technology and Automation (DATA) Initiative. He was Principal Research Scientist at Amazon Ads, with brand building and budget allocation recommendations reaching hundreds of thousands of advertisers. Koen received his Ph.D. from UCLA, where he was chosen Top 100 Inspirational Alumnus. After getting tenure at the Tuck School of Business at Dartmouth, he helped build the startup Ozyegin University in Istanbul. Named a worldwide top 2% scientist, and 'The Best Marketing Academic on the Planet', Koen published over 100 articles on marketing effectiveness. This research was awarded by both managers and academics. Koen is the editor-in-chief of the International Journal of Research in Marketing. His books include 'Modeling Markets' and 'Advanced Methods for Modeling Markets' for analysts, and ‘Break the Wall: Why and How to Democratize Digital in Your Business’, and ‘It’s Not the Size of the Data – It’s How You Use It: Smarter Marketing with Analytics and Dashboards` for managers.