The effectiveness of using visible disabilities in brand ads: when and why it works

Purpose This research aims to investigate when and why intersectional inclusive brand ads featuring models with and without visible disabilities positively impact consumer−brand relationships (CBRs). Design/methodology/approach Across four online experimental studies (three pre-registered) using fictitious brand ads, the authors find that the intersectional inclusive brand ads featuring a mix of models with and without visible disabilities (referred to as mixed-model conditions) lead to favorable consumer brand relationships than the brand ads featuring only nondisabled models (referred to as nondisabled-model condition). The authors also demonstrate that the results hold when they control for possible alternative explanations and confounds, while showing when such portrayals may be ineffective. A post-test further validates the authenticity of the stimuli and cover story and corroborates the findings. Findings Portrayals of disabilities in mixed-model (vs nondisabled-model) ad conditions lead to increased perceived brand inclusivity and favorable CBRs, which attenuate for individuals with high social dominance orientation. Research limitations/implications This research contributes to the growing literature on intersectionality and brand inclusivity through inclusive ads featuring visible disabilities. Practical implications The findings provide insights for marketers on how intersectional ads representing disabilities can foster deeper consumer connections while highlighting when these efforts might not work. Social implications Intersectional and inclusive advertisements featuring people with disabilities can be a small, albeit important, step toward normalizing disability in the marketplace. Originality/value To the best of the authors’ knowledge, this is the first empirical study to examine intersectional portrayals of disability in inclusive advertising. Specifically, the authors show when and why intersectional ads depicting visible disability can impact the brand positively while accounting for possible alternative explanations. They demonstrate that such intersectional portrayal of disability challenges conventional advertising norms while generating positive brand outcomes.