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INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
When the results for the dependent variables were considered separately, source
credibility [F(1, 364) = 5.60; p < .05, partial � 2 = .015] was statistically significant while
attitude toward the ad [F(1, 364) = 2.99; p < .10, partial � 2 = .008] was marginally
significant.
Closer examination of the interaction revealed that high Black ethnic identifiers evaluated
the dark-skinned Black character advertisement (n = 93) more favorably on source
credibility (M
= 5.22, see Figure 5) and attitude toward the ad (M = 5.41, see Figure 6) than did low
Black ethnic identifiers (n = 90) on source credibility (M = 4.33, p < .01; see Figure 5)
and attitude toward the ad (M = 4.22, p < .01; see Figure 6).
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Similarly, high Black ethnic identifiers evaluated the light-skinned Black character
advertisement (n = 103) more favorably on source credibility (M = 5.03, see Figure 5)
and attitude toward the ad (M = 4.94, see Figure 6) than did low Black ethnic identifiers
(n = 89) on source credibility (M = 4.59, p < .01; see Figure 5) and attitude toward the ad
(M = 4.29, p < .01, see Figure 6).
RQ2b investigated whether the evaluative differences between high and low
Black ethnic identifiers would be greater for the dark-skinned Black character
advertisement versus the light-skinned Black character advertisement. The line graphs in
Figures 5 and 6 illustrate a larger gap in mean scores on the dependent measures between
high Black ethnic identifiers and low Black ethnic identifiers for the dark-skinned Black
character advertisement as compared to the light-skinned Black character advertisement.
Specifically, low Black ethnic identifiers‘ ratings of the light-skinned Black character
advertisement were higher on source credibility and attitude toward the ad than their
ratings of the dark-skinned Black character advertisement, whereas high Black ethnic
identifiers‘ ratings of the dark-skinned Black character advertisement were higher on
source credibility and attitude toward the ad than their ratings of the light-skinned Black
character advertisement.
3.1.3 Level of Social Comparison by Model Skin Tone Effects
RQ3 investigated an interaction effect between level of social comparison and model skin
tone. No significant interaction was reported on the combined dependent measures
[Wilks‘s Λ = 1.00, F(2, 363) = 0.01; p = .992; partial � 2 = .000]. Interestingly enough,
despite the lack of a significant interaction, Black comparers rated both the light-skinned
and dark-skinned Black character advertisements higher on source credibility (see Figure
7) and attitude toward the ad (see Figure 8) than did Black noncomparers.
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COPY RIGHT © 2011 Institute of Interdisciplinary Business Research 17
JANUARY 2011
VOL 2, NO 9