Testing the effect of consumer-model racial congruency on consumer behavior

Black, Asian, and Minority Ethnic (BAME) models continue to be underrepresented in advertising within the fashion and beauty industry.

Corresponding author:

Aurore C Bardey, Fashion Business School, London College of Fashion, University of the Arts of London, 20 John Prince's Street, London WIG 0BJ, UK.

Email: a.bardey@fashion.arts.ac.uk

Literature review

Advertising's ability to mirror current cultural climates constitutes a "powerful societal force" (Williams, Lee, & Haugtvedt, 2004). However, in many ways, advertising can sometimes fall short in its attempts to adapt to population shifts. For e