Abstract
Pairing the Elaboration Likelihood Model with Social Categorization Theory and Social Identity Theory, an experiment examined the effect of both the persuaders’ ethnicity and the strength of the targets association with their own ethnicity on being persuaded. A total of 180 participants from a single University rated their liking for a never-before-seen product after viewing a commercial with either Hispanic actors or European American actors. Although the results were non-significant, the research provided insight into the design and measurement of this topic for future studies.