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When consumers think about the groups they belong to, they recall ads better, according to a new study in the Journal of Consumer Research.

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"Without the support of whites, organizations and educational settings will fail in their attempts to navigate and manage the complexities of diverse work forces and constituencies," said Jeffrey Sanchez-Burks, an associate professor of management and organizations at Michigan's Ross School of Business. "In the face of the dramatic projected growth in demographic diversity, such failure could have severe economic, social and political consequences. "Our research reveals that this resistance can have little to do with prejudice. Instead, it can stem from a basic human need to belong."