The Influence of Cognitive Load on Nonverbal Accuracy of Caucasian and African-American Targets: Implications for Ad Processing. Issue 2 (15th March 2017)

• Record Type: Journal Article
• Authors: Andrzejewski, Susan A.; Podoshen, Jeffrey S.
• Is Part Of: Journal of international consumer marketing. Volume 29:Issue 2(2017)
• Page Start: 83
• Page End: 90
• Publication Date: 2017-03-15
• Subjects: Advertising -- African American marketing -- cognitive load -- nonverbal accuracy -- advertising strategy; Marketing research -- Periodicals; Foreign trade promotion -- Periodicals; 658.8405
• DOI: 10.1080/08961530.2016.1245120
• Languages: English
• ISSNs: 0896-1530

Abstract

ABSTRACT: This article examines the influence of cognitively taxing consumers and their recognition of emotional nonverbal cues (e.g., happiness) presented in static images. Participants were randomly assigned to either a cognitive load (or no load) condition and then completed a standardized nonverbal accuracy test (judging emotional facial expressions). Building on research that suggests that ethnic majority and ethnic minority consumers may process ads differently, participants were randomly assigned to a nonverbal accuracy test that included facial expressions of either African-American or Caucasian targets. Our work demonstrates that cognitive load hinders Caucasian perceivers' performance on African-American tests of nonverbal accuracy, but cognitive load does not always negatively influence accuracy on Caucasian tests of nonverbal accuracy. Thus, impact of the proximal state of cognitive load on nonverbal accuracy is dependent upon the race of the perceptual target. This has potential implications in terms of marketing ethics and marketing strategy and assists in theory building. It also helps continue the exploration as to why there is a differential impact of cognitive load on individuals from different target groups (based on race).