Marketing executions (e.g., advertisements, packaging, and brand imagery) incorporating racial or ethnic stereotypes are present in many brands' histories. Over time, these executions have been updated to comport with societal norms, but much of the dated brand information remains accessible to consumers, especially via various digital platforms and archives. Over four studies, we investigate how exposure to these historical remnants affects contemporary consumers' held brand attitudes, showing that these executions have a detrimental influence in certain marketplace subsegments. Respondents generally report more negative brand attitudes upon exposure to the historical execution based on perceived offensiveness (Studies 1, 2, and 3). Study 4 rounds out these findings by identifying that offensiveness perceptions are differentially tied to how consumers (majority vs. minority) utilize their egalitarian beliefs.

中文翻译：

---

历史真的重要吗：调查历史品牌执行对当代消费者态度的影响

许多品牌的历史中都存在包含种族或民族刻板印象的营销执行（例如，广告、包装和品牌形象）。随着时间的推移，这些执行已经更新以符合社会规范，但消费者仍然可以访问大部分过时的品牌信息，尤其是通过各种数字平台和档案。在四项研究中，我们调查了接触这些历史遗留物如何影响当代消费者持有的品牌态度，表明这些执行对某些市场细分市场产生不利影响。受访者通常会根据感知到的冒犯性（研究 1、2 和 3）报告更多的负面品牌态度。