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Non-target Markets and Viewer Distinctiveness: The Impact of Target Marketing on Advertising Attitudes

Author

Listed:
  • Aaker, Jennifer L.

    (Stanford U)

  • Brumbaugh, Anne M.

    (Case Western Reserve U)

  • Grier, Sonya A.

    (Stanford U)

Abstract

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 "non-target market." The results of three experiments show that unfavorable non-target market effects are stronger for members of non-distinctive groups (e.g., Causasian individuals, heterosexual individuals), and that favorable target market effects are stronger fro members of distinctive groups (e.g., Africian-American individuals, homosexual individuals). The results of Experiment 2 demonstrate that the psychological processes by which target and non-target market effects occur differ by viewer group: felt similarity with sources in an advertisement drives target market effects for distinctive viewers, while felt targetedness drives target market effects for non-distinctive 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.

Suggested Citation

  • Aaker, Jennifer L. & Brumbaugh, Anne M. & Grier, Sonya A., 2000. "Non-target Markets and Viewer Distinctiveness: The Impact of Target Marketing on Advertising Attitudes," Research Papers 1578, Stanford University, Graduate School of Business.
    • Handle: RePEc:ecl:stabus:1578
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    References listed on IDEAS

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    3. Butt, Muhammad Mohsin & de Run, Ernest Cyril, 2011. "Do target and non-target ethnic group adolescents process advertisements differently?," Australasian marketing journal, Elsevier, vol. 19(2), pages 77-84.
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    6. Eisend, Martin & Hermann, Erik, 2020. "Sexual orientation and consumption: Why and when do homosexuals and heterosexuals consume differently?," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 678-696.
    7. Fazli-Salehi, Reza & Torres, Ivonne M. & Madadi, Rozbeh & Zúñiga, Miguel Ángel, 2021. "Multicultural advertising: The impact of consumers’ self-concept clarity and materialism on self-brand connection and communal-brand connection," Journal of Business Research, Elsevier, vol. 137(C), pages 46-57.
    8. Antioco, Michael & Vanhamme, Joëlle & Hardy, Anaïk & Bernardin, Lidwine, 2012. "On the importance of social integration for minority targeting effectiveness," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 380-389.
    9. Barg, Frances K. & Grier, Sonya A., 2008. "Enhancing breast cancer communications: A cultural models approach," International Journal of Research in Marketing, Elsevier, vol. 25(4), pages 335-342.
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    11. Johnson, Guillaume D. & Grier, Sonya A., 2013. "Understanding the influence of cross-cultural Consumer-to-Consumer Interaction on consumer service satisfaction," Journal of Business Research, Elsevier, vol. 66(3), pages 306-313.
    12. Xiaobing Xu & Rong Chen, 2016. "The role of a model’s race in influencing Chinese consumers’ product perception," Asian Business & Management, Palgrave Macmillan, vol. 15(3), pages 201-225, July.
    13. Xiao Liu & Xiaoyong Zheng, 2024. "The persuasive power of social media influencers in brand credibility and purchase intention," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-12, December.
    14. Azarnoush Ansari & Arash Riasi, 2016. "Taxonomy of Marketing Strategies Using Bank Customers’ Clustering," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(7), pages 106-106, June.
    15. Harrison, Kristina & Ford, John & Karande, Kiran & Merchant, Altaf & Zhang, Weiyong, 2022. "The development and validation of a Chinese American affiliation scale," Journal of Business Research, Elsevier, vol. 143(C), pages 331-345.
    16. Alice Audrezet & Béatrice Parguel, 2023. "Unpacking nontarget majority consumers' responses to modest fashion: How market controversy perpetuates marketplace exclusion," Post-Print lirmm-03912092, HAL.
    17. Lenoir, Anne-Sophie I. & Puntoni, Stefano & Reed, Americus & Verlegh, Peeter W.J., 2013. "The impact of cultural symbols and spokesperson identity on attitudes and intentions," International Journal of Research in Marketing, Elsevier, vol. 30(4), pages 426-428.
    18. Licsandru, Tana Cristina & Cui, Charles Chi, 2019. "Ethnic marketing to the global millennial consumers: Challenges and opportunities," Journal of Business Research, Elsevier, vol. 103(C), pages 261-274.
    19. Renée Otmar & Susanne D. Reventlow & Martha Morrow & Geoffrey C. Nicholson & Mark A. Kotowicz & Julie A. Pasco, 2012. "A Cultural Models Approach to Osteoporosis Prevention and Treatment," SAGE Open, , vol. 2(4), pages 21582440124, November.
    20. Grier, Sonya A. & Brumbaugh, Anne M., 2002. "Consumer Distinctiveness and Advertising Persuasion," Research Papers 1735, Stanford University, Graduate School of Business.
    21. Byun, Kyung-Ah & Hong, JungHwa & William James, Kevin, 2023. "When does a goal-appeal match affect consumer satisfaction? Examining the work and play context," Journal of Business Research, Elsevier, vol. 158(C).
    22. Azab, Carol & Clark, Terry, 2017. "Speak my language or look like me? – Language and ethnicity in bilingual customer service recovery," Journal of Business Research, Elsevier, vol. 72(C), pages 57-68.
    23. Larissa M. Sundermann & Silke Boenigk & Jurgen Willems, 2017. "Under blood pressure – differentiated versus undifferentiated marketing to increase blood donations," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(3), pages 321-340, September.

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