Appendix 2.
Pre-Test Results Exploring Adolescents’ Perceptions about Ad Stimuli*
| Demographic Characteristics | |||
|---|---|---|---|
|
| |||
| Race/ethnicity | Female (n) | Male (n) | Average Age (years) |
| Black | 34 | 16 | 15.4 |
| White | 28 | 22 | 15.3 |
| Average Pre-test Advertisement Ratings Across the Sample (1–7 Point Likert Scale) | |||
|
| |||
| “I do not believe I was in the target market the company created the advertisement for.” | “I feel the advertisement was intended for people like me.” | “The advertiser made that advertisement for people like me.” | |
| Skittles Ad Featuring Black Individuals | |||
| Black participants’ ratings | 2.6 | 5.9 | 6.0 |
| White participants’ ratings | 2.5 | 5.9 | 5.7 |
| Skittles Ad Featuring White Individuals | |||
| Black participants’ ratings | 2.5 | 6.0 | 6.7 |
| White participants’ ratings | 2.6 | 6.0 | 6.0 |
| Gatorade Ad Featuring Black Individuals | |||
| Black participants’ ratings | 2.5 | 6.1 | 6.2 |
| White participants’ ratings | 2.7 | 5.9 | 6.1 |
| Gatorade Ad Featuring White Individuals | |||
| Black participants’ ratings | 2.6 | 6.0 | 5.9 |
| White participants’ ratings | 2.5 | 5.7 | 6.0 |
| Trolli Ad Featuring Black Individuals | |||
| Black participants’ ratings | 2.6 | 5.8 | 6.2 |
| White participants’ ratings | 2.4 | 6.0 | 6.1 |
| Trolli Ad Featuring White Individuals | |||
| Black participants’ ratings | 2.5 | 5.9 | 5.9 |
| White participants’ ratings | 2.4 | 5.9 | 6.0 |
| Fruity/Cocoa Pebbles Ad Featuring Black Individuals | |||
| Black participants’ ratings | 2.7 | 5.8 | 6.2 |
| White participants’ ratings | 2.8 | 5.9 | 5.8 |
| Fruity/Cocoa Pebbles Ad Featuring White Individuals | |||
| Black participants’ ratings | 2.4 | 6.0 | 6.1 |
| White participants’ ratings | 2.4 | 6.1 | 6.0 |
| McDonald’s Ad Featuring Black Individuals | |||
| Black participants’ ratings | 2.4 | 5.5 | 6.0 |
| White participants’ ratings | 2.5 | 5.6 | 5.7 |
| McDonald’s Ad Featuring White Individuals | |||
| Black participants’ ratings | 2.2 | 3.1 | 3.9 |
| White participants’ ratings | 2.1 | 3.6 | 3.5 |
| Coca-Cola Ad Featuring Black Individuals | |||
| Black participants’ ratings | 2.4 | 6.0 | 6.0 |
| White participants’ ratings | 2.6 | 6.1 | 6.2 |
| Coca-Cola Ad Featuring White Individuals | |||
| Black participants’ ratings | 4.7 | 2.5 | 2.8 |
| White participants’ ratings | 5.7 | 2.3 | 2.7 |
*
Chi-squared tests and t-tests did not indicate any differences in the Black and White participants’ ratings of the 8 pairs of commercials. The two lowest scoring commercials (i.e., McDonald’s and Coca-Cola) were removed and the remaining 6 pairs were used as the stimuli for this study.