| Summary: | was performed to examine the direct effect of ethnic identification on attitude toward
the model, attitude toward the advertisement, and attitude toward the brand.
Furthermore, both mediation effect of self-referencing and moderation effect of ethnic
stereotypical product categories was examined in this study. This experiment design
was consist of 2 x 2 between subject factorial designs. Factors that be manipulated in
this study are ad ethnic models (Chinese versus Javanese) and ethnic stereotypical
product categories (Chinese product category versus Javanese product category).
One hundred and sixty female students from 1st Steladuce Senior High School
Yogyakarta, participated in this study. All participants are divided into four
experimental groups with 40 participants in each group (20 Chinese and 20 Javanese).
First group was exposed with ad that exhibit Chinese model and Chinese product
category. Second group was received with ad that exhibit Chinese model and Javanese
product category. Third group was showed with ad that exhibit Javanese model and
Chinese product category. Finally, fourth group was exposed with ad that exhibit
Javanese model and Javanese product category.
Main test data was analyzed with linear regression, multiple regression and
independent sample t-test. The result shown that the existence of Chinese ethnic
minority in the Javanese ethic majority, cause the individuals from Chinese ethnic
minority became more sensitive with their self-referencing toward ad that exhibit
Chinese model (H-1). Individuals from Chinese ethnic minority also became sensitive
with their ethnic identification, and then high ethnic identification will generate high
self-referencing (H-2). High self-referencing from Chinese and Javanese individuals
have more favorable attitude in the advertising (H-3a, H-3b, H-3c). In Chinese
individuals, self-referencing mediate ethnic identification effect on attitude in the
advertising (H-3d). Both in Chinese and Javanese individuals, Javanese product
category moderate self-referencing toward ad that exhibit Chinese model (H-4a) and
the attitude in the advertising that use Chinese model (H-4b).
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