A three-item sentence-completion scale measuring the degree to which a consumer perceives a person depicted in an advertisement as belonging to an ethnic minority group in a given national context. Items complete a stem asking about perceptions of the depicted person and assess ethnic minority membership, immigrant background, and non-majority group status. Items contain blanks for the focal country name, enabling contextual adaptation across different national settings.
Rößner, Anna, Yaniv Gvili, and Martin Eisend (2021). Offensive advertising: A meta-analysis. Journal of Advertising, 50(4), 388–408.
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