Template-Type: ReDIF-Article 1.0
Author-Name: Lukas Bernfried Bruns
Author-Name-First: Lukas
Author-Name-Last: Bruns
Author-Email: lukas.bruns@gmail.com
Author-Workplace-Name: Comenius University in Bratislava, Bratislava, Slovak Republic
Author-Name: Kevin Hümmer
Author-Name-First: Kevin
Author-Name-Last: Hümmer
Author-Email: kevin.huemmer@gmx.de
Author-Workplace-Name: DHBW (Cooperative State University) Ravensburg, Ravensburg, Germany
Title: Name discrimination – selected attributes based on the German advertising practice
Abstract: Surprisingly, research on name discrimination in advertising is still at an early stage, although all flanking fields have experienced deep and broad research. Discrimination can be evoked through the use of names in advertising. In this article, the reader will learn which factors, such as stereotyping or serving stereotypes, have an influence on the perception in certain name bearers. This work makes a contribution to understanding and working through the problem in more detail. The use of names in advertising, which classify certain names and thus people into groups, may not be suitable if discrimination is to be excluded. The factors and individual interdependencies were only examined in this work in Germany and may therefore be different in other countries and cultures.
Classification-JEL: M31, M37, J15
Keywords: discrimination, advertising, stereotypes, thinking aloud
Journal: Marketing Science & Inspirations
Pages: 13-20
Volume: 16
Issue: 3
Year: 2021
File-URL: https://msijournal.com/name-discrimination-the-german-advertising-practice/
Handle: RePEc:cub:journm:v:16:y:2021:i:3:p:13-20