Author ORCID Identifier

https://orcid.org/0000-0002-1014-4951

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.

Embargo Reason

Publication Pending

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