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Comparing Preferences towards Multiracial Advertising in Sweden and the US-Exploration through Eye-Tracking
Malmö University, Faculty of Culture and Society (KS), Department of Global Political Studies (GPS). Malmö University, Malmö Institute for Studies of Migration, Diversity and Welfare (MIM).ORCID iD: 0000-0003-0137-5528
Rochester Institute of Technology, USA.
Malmö University, Faculty of Culture and Society (KS), Department of Global Political Studies (GPS).ORCID iD: 0000-0002-4377-0772
Lund University.
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2020 (English)In: Genealogy, ISSN 2313-5778, Vol. 4, no 4, article id 109Article in journal (Refereed) Published
Abstract [en]

This article examined and compared the US-born and Swedish-born college students' preferences towards monoracial or multiracial advertisement. We showed four fashion advertisements, tracked their eye movements with a stationary eye-tracker, and asked questions through survey and debriefing to understand how students see and perceive advertisements with and without racial diversity. We found that both Swedish and American students exhibited higher preference in monoracial advertisements. We also found that Swedish and American students' preferences towards advertisements were quite similar, but there were some variations in the reported level of attractiveness of the advertisements, reaction times, and dwell time between the Swedish and American students. Even though we did not find any statistically significant results from the eye-tracking data due to the limited sample size, the results point to interesting trends and tendencies that need to be addressed in further studies.

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MDPI, 2020. Vol. 4, no 4, article id 109
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URN: urn:nbn:se:mau:diva-41094DOI: 10.3390/genealogy4040109ISI: 000617496600014OAI: oai:DiVA.org:mau-41094DiVA, id: diva2:1535466
Available from: 2021-03-09 Created: 2021-03-09 Last updated: 2023-09-05Bibliographically approved

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Osanami Törngren, SayakaAdolfsson, Caroline

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