Title of Paper

How Minority-Owned Restaurant Appeal to White Customers: An Application of Common Ingroup Identity Model

Author Bios (50 Words for each Author)

Xi Y. Leung, Ph.D. is an assistant professor in the Department of Hospitality and Tourism Management at University of North Texas. Her fields of expertise include consumer behaviour, information technology, social media, hospitality management, and experiment design.

Jiyoung Kim, Ph.D. is an associate professor & MDR Graduate Coordinator in the Department of Merchandising and Digital Retailing at University of North Texas. Her fields of expertise include consumer behaviour, social media, sustainability, and fashion apparel brands.

Stacy Heitmanis a graduate student and Teaching Assistant in the Department of Hospitality and Tourism Management at University of North Texas. Her fields of expertise include consumer behaviour, foodservice management, and diversity.

Abstract (150 Words)

How minority-owned small restaurants could effectively communicate to mainstream markets is the key to their survival. This study applies the common ingroup identity model to explore the underlying mechanism through which ingroup identity influences White guests’ patronage intentions to minority-owned restaurants. Through two online experiments, the study reveals a different result from the common ingroup identity model. While a common identity (vs. different identity) message increases White consumers’ perceived closeness with the minority owners, it does not lead to higher restaurant visit intentions. Instead, for those with higher levels of moral identity, a different identity (vs. common identity) message leads to stronger visit intentions at the ethnic minority-owned restaurant. The study findings provide valuable implications for minority restaurant owners to manipulate their marketing messages to appeal to a larger mainstream customer base.

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How Minority-Owned Restaurant Appeal to White Customers: An Application of Common Ingroup Identity Model

How minority-owned small restaurants could effectively communicate to mainstream markets is the key to their survival. This study applies the common ingroup identity model to explore the underlying mechanism through which ingroup identity influences White guests’ patronage intentions to minority-owned restaurants. Through two online experiments, the study reveals a different result from the common ingroup identity model. While a common identity (vs. different identity) message increases White consumers’ perceived closeness with the minority owners, it does not lead to higher restaurant visit intentions. Instead, for those with higher levels of moral identity, a different identity (vs. common identity) message leads to stronger visit intentions at the ethnic minority-owned restaurant. The study findings provide valuable implications for minority restaurant owners to manipulate their marketing messages to appeal to a larger mainstream customer base.