Date of Award

Spring 3-2021

Document Type


Degree Name

Master of Science (MS)


Fashion Business and Entrepreneurship

First Advisor

Dr. Chajuana Trawick

Second Advisor

Ameli Skoglund Blaser

Third Advisor

Shevare Perry


This paper analyzes the effects of consumer behavior in relation to diversity and inclusion in retail advertisements. The primary objective of diversity and inclusion initiatives is to have a workforce that closely resembles an organization’s target audience and the growing group of loyal customers the company wants to retain. Differences in age, race, gender, national origin and sexual orientation should be encouraged in advertisements to ensure optimal organizational performance. People who are different from one another in race, gender and other dimensions bring unique information and experiences to bear on the task at hand. By analyzing consumer behavior based off diversity and inclusion in advertising, you can better understand how authenticity plays a part in perceptions.