An Investigation of when Brands can Benefit from an Inclusive Portrayal

This research focuses on an aspect of inclusive marketing when brands use a disabled individual as their face. We propose that the consumers will have a favorable brand evaluation and stronger consumer-brand relationships when brands use disabled models in their promotional campaigns. Specifically, we suggest that the brand’s perceived inclusivity will drive the proposed effect, and self-view (Independent vs. Interdependent) and social norms (Favorable vs. Unfavorable) will moderate this proposed relationship.