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An evaluation of the "Aunt Jemima" product rebrand suggests that consumers may be less likely to like, trust and buy a product after such a change - even when informed of the intention to address racism

02.08.23 | PLOS

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Consumer responses to rebranding to address racism
The findings suggest that consumers may be less likely to like, trust and buy a product after such a change. Credit: TheCulinaryGeek, Flikr, CC-BY 2.0 (https://creativecommons.org/licenses/by/2.0/)

An evaluation of the "Aunt Jemima" product rebrand suggests that consumers may be less likely to like, trust and buy a product after such a change - even when informed of the intention to address racism

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Article URL: https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0280873

Article Title: Consumer responses to rebranding to address racism

Author Countries: USA

Funding: The authors received no specific funding for this work.

PLOS ONE

10.1371/journal.pone.0280873

Consumer responses to rebranding to address racism

8-Feb-2023

The authors have declared that no competing interests exist.

Keywords

Advertising Business Economics Marketing Racial Discrimination Social Sciences

Article Information

Journal
PLOS ONE
DOI
10.1371/journal.pone.0280873
Article Publication Date
2023-02-08
Article Title
Consumer responses to rebranding to address racism
COI Statement
The authors have declared that no competing interests exist.

Contact Information

Hanna Abdallah
PLOS
onepress@plos.org

How to Cite This Article

APA:
PLOS. (2023, February 8). An evaluation of the "Aunt Jemima" product rebrand suggests that consumers may be less likely to like, trust and buy a product after such a change - even when informed of the intention to address racism. Brightsurf News. https://www.brightsurf.com/news/1ZZ5N971/an-evaluation-of-the-aunt-jemima-product-rebrand-suggests-that-consumers-may-be-less-likely-to-like-trust-and-buy-a-product-after-such-a-change-even-when-informed-of-the-intention-to-address-racism.html
MLA:
"An evaluation of the "Aunt Jemima" product rebrand suggests that consumers may be less likely to like, trust and buy a product after such a change - even when informed of the intention to address racism." Brightsurf News, Feb. 8 2023, https://www.brightsurf.com/news/1ZZ5N971/an-evaluation-of-the-aunt-jemima-product-rebrand-suggests-that-consumers-may-be-less-likely-to-like-trust-and-buy-a-product-after-such-a-change-even-when-informed-of-the-intention-to-address-racism.html.