Customized Communication Incongruity (CCI) Through the Activation Of African-American Stereotypes

In the advertising and marketing communications field, there has been a lengthy stream of research regarding the depictions of African Americans in advertising and other forms of marketing communications (Bailey 2006; Cox 1970; Dominick and Greenberg 1970; Kassarjian 1969; Shuey, King, and Griffith 1953; Taylor and Lee 1995). African-American representation in the media has improved over the years in terms of roles. However, there are still many examples where negative associations are often connected with Black Americans.