Nontarget Markets and Viewer Distinctiveness: The Impact of Target Marketing on Advertising Attitudes
Anne M. Brumbaugh
College of Charleston
Sonya A. Grier
American University - Kogod School of Business; American University - Center for Latin American & Latino Studies (CLALS)
Stanford University - Graduate School of Business
Stanford University Graduate School of Business Research Paper No. 1578
Journal of Consumer Psychology, Vol. 9, No. 3, pp. 127-140, 2002
This research examines the effect of target marketing on members of the advertiser's intended audience as well as members not in the target market: the nontarget market. The results of 3 experiments show that unfavorable nontarget market effects are stronger for members of nondistinctive groups (e.g., Caucasian individuals, heterosexual individuals) and favorable target market effects are stronger for memebers of distinctive groups (e.g., African American individuals, homosexual individuals). The results of Experiment 2 demonstrate that the psychological processes by which target and nontarget market effects occur differ by viewer group: Felt similiarity with sources in an advertisement drives target market effects for nondistinctive viewers. Finally, Experiment 3 shows that these consumer feelings of similarity or targetedness are associated with underlying processes of identification and internalization. Theoretical implications regarding the impact of distinctiveness theory in consumer persuasion effects and potential social effects of target marketing are discussed.
Date posted: November 17, 2006
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