This study examines the impact of multicultural representations in brand marketing activities on consumer perceptions. The findings suggest that when a brand primarily targets non-marginalized consumers, implementing multicultural marketing initiatives is likely to be well received. In contrast, if a brand primarily targets marginalized consumers, adopting multicultural marketing strategies may be perceived as "betrayal," leading to negative consequences.
Through six experiments focusing on both Black and White consumers, this study explores the underlying mechanisms of this "betrayal effect" and potential mitigation strategies. The results underscore the importance of multicultural marketing and the necessity of understanding marginalized consumers and brand marginalization. Furthermore, the study calls for greater attention to racial and ethnic dynamics in marketing research.
By considering the historical context of target markets, scholars and marketers can more accurately anticipate the effects of strategic and tactical changes.

Uduehi, E., Saint Clair, J. K., Hamilton, M., & Reed, A. (2025). When Diversity Backfires: The Asymmetric Role of Multicultural Diversity on Brand Perception. Journal of Consumer Research.

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