Recent social movements, such as Black Lives Matter, have prompted brands and retailers to increase the use of minority ownership labels (e.g., Black-owned or woman-owned). The current research examines when and why minority ownership awareness influences consumer behavior, particularly for brand failures. When a brand failure occurs, minority ownership awareness can result in higher brand evaluations and greater willingness to pay, a phenomenon referred to as the minority ownership awareness effect. This effect and its boundary conditions are demonstrated through five experiments and analyses of over 27,000 Google reviews for Black-owned restaurants. The authors propose that minority ownership awareness invokes a type of underdog effect which is pronounced in situations involving product (vs. moral) failures, among people with low (vs. high) social dominance orientation, and among those people with a high (vs. low) internal motivation to respond without prejudice.

中文翻译：

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EXPRESS：少数股权意识效应：当促进少数股权增加品牌评价时


最近的社会运动，例如“黑人的命也是命”，促使品牌和零售商增加使用少数族裔所有权标签（例如，黑人拥有或女性拥有）。当前的研究探讨了少数股权意识何时以及为何影响消费者行为，特别是品牌失败的行为。当品牌失败时，少数所有权意识会导致更高的品牌评价和更高的支付意愿，这种现象被称为少数所有权意识效应。这种效应及其边界条件通过五项实验和对超过 27,000 条关于黑人经营的餐馆的 Google 评论的分析得到了证明。作者提出，少数人所有权意识会引发一种弱势效应，这种效应在涉及产品（相对于道德）失败的情况下、在社会支配取向较低（相对于高）的人以及具有高社会支配取向（相对于道德）的人中表现得尤为明显。低）不带偏见地做出反应的内在动机。