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Racially exclusive real estate advertising: Public policy implications for fair housing practices

Abstract:

The authors ‘field experiment indicates that including African-Americans in real estate advertisements produces a positive effect for (1) African-American readers in terms of liking the models pictured in the photographs and (2) African-American high ethnic identifiers in terms of identifying with the models pictured in the photographs. However, based on responses to the dependent measures of behavioral purchase intentions and attitude toward the advertising campaign, message, and product, the results do not support the hypothesis that racially exclusive advertising sends a racially exclusive message. A follow-up content analysis of real estate newspaper advertising suggests that cities with higher percentages of ethnic minorities are more responsive to including more ethnic minorities in real estate advertisements. However, the results do not show evidence of a chilling effect, that is, a reduction in the use of real …