A new subconscious study on prejudice

A while back, as we started working out this whole Crossculturalism thing, we decided to find out what people really thought about the different ethnicities. Were people turned off by different folks? Were they attracted? Did they think positively of each other? Negatively? Clearly, asking these questions in a survey is absurd (nobody is honest about this stuff). So we decided to do 2 things: Understand what people feel subconsciously and then also find out who is dating whom. Both approaches avoid the conscious filter, and the results have been fascinating.

The first of the studies is the subconscious one, with a sample size of about 900. I'll post the other later. The one here is just a powerpoint with a VO. That's John Kenny, the co-author of Crossculturalism and one of the heads of Draftfcb's Institute of Decision Making (http://www.instituteofdecisionmaking.com/).

The results speak for themselves, but I think the opportunity for marketers is clear. People seem to dig each other a lot more than most expect. Including, or leading with their lifestyle/POV is probably a very healthy thing to do in your advertising.