TV Advertising Effectiveness with Racial Minority Representation: Evidence from the Mortgage Market – MSI

Working Paper

TV Advertising Effectiveness with Racial Minority Representation: Evidence from the Mortgage Market

Donggwan Kim, Zhenling Jiang and Raphael Thomadsen

Jun 4, 2024

Uses advanced machine learning to model observational data and analyze results of a large online experiment to study the effectiveness of having higher minority representation in TV advertising in the context of mortgage refinancing.

Topics

advertising Consumer Behavior & Insights Corporate social responsibility

research recap

How Diversity Promotes Ad Effectiveness and Equity in Mortgage Markets

Ads by mortgage lenders featuring minority actors not only promote diversity and inclusion but also lead to higher advertising effectiveness for all, not only minorities or more liberal consumers. This can encourage refinancing among minority consumers and help reduce inequities in the mortgage market.

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