Author ORCID Identifier
Semester
Spring
Date of Graduation
2023
Document Type
Dissertation
Degree Type
PhD
College
College of Business and Economics
Department
Marketing
Committee Chair
M. Paula Fitzgerald
Committee Member
Charles R. Taylor
Committee Member
Julian Givi
Committee Member
Stephen X. He
Abstract
This research investigates the historical and current focus of the field of marketing on the disability community and considers whether marketers can positively impact attitudes toward the group through their firm media content. My first essay uses the Rocky Road to Policy Pavers model to discuss the importance of this large and underserved consumer group, and highlights several opportunities for the marketing community to reduce existing barriers to disabled consumers in the marketplace. One way that marketers can reduce stigma and improve attitudes toward the disability community is by strategically portraying individuals with disabilities in their firm media content. My second and third essays use Terror Management Theory and the Terror Management Health Model to contrast the effects of using an achievement appeal, frequently used in advertising that features individuals with disabilities, with humor and nostalgia appeals. Disabilities, and outgroups like the disability community, evoke mortality salience. When mortality is salient, consumer attitudes toward outgroups are negative and the stereotypes used in achievement appeals exacerbate this outcome. However, humor appeals reduce anxiety regarding death and positively impact relationships between outgroups. Health-related decisions may also be negatively impacted by mortality salience; nostalgia appeals reduce mortality salience, prompting consumers to make healthier decisions.
Recommended Citation
Gratz, Elizabeth T., "Businesses Supposedly Held the Key to the ADA, But They Dropped the Ball: Can Marketing Be the Shot in the Arm America Needs to Bring the Spirit of the ADA Back to Life?" (2023). Graduate Theses, Dissertations, and Problem Reports. 11700.
https://researchrepository.wvu.edu/etd/11700
Embargo Reason
Publication Pending
Included in
Advertising and Promotion Management Commons, Business and Corporate Communications Commons, Business Law, Public Responsibility, and Ethics Commons, Disability Studies Commons, Marketing Commons, Public Policy Commons, Social Justice Commons