IDEAS home Printed from https://ideas.repec.org/p/ecl/stabus/1578.html
   My bibliography  Save this paper

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
    as

    Download full text from publisher

    File URL: http://gsbapps.stanford.edu/researchpapers/library/RP1578.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Friestad, Marian & Wright, Peter, 1994. "The Persuasion Knowledge Model: How People Cope with Persuasion Attempts," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 1-31, June.
    2. Aaker, Jennifer L & Williams, Patti, 1998. "Empathy versus Pride: The Influence of Emotional Appeals across Cultures," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(3), pages 241-261, December.
    3. Tepper, Kelly, 1994. "The Role of Labeling Processes in Elderly Consumers' Responses to Age Segmentation Cues," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 503-519, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Inwon Kang & Deokhee Cheon & Matthew Shin, 2011. "Advertising strategy for outbound travel services," Service Business, Springer;Pan-Pacific Business Association, vol. 5(4), pages 361-380, December.
    2. Lenoir, A.-S.I.A. & Puntoni, S. & Reed II, A. & Verlegh, P.W.J., 2013. "The Impact of Cultural Symbols and Spokesperson Identity on Attitudes and Intentions," ERIM Report Series Research in Management ERS-2013-010-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    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.
    4. Cait Lamberton & Tom Wein & Andrew Morningstar & Sakshi Ghai, 2024. "Marketing’s role in promoting dignity and human rights: A conceptualization for assessment and future research," Journal of the Academy of Marketing Science, Springer, vol. 52(5), pages 1391-1411, October.
    5. Tuk, Mirjam A. & Verlegh, Peeter W.J. & Smidts, Ale & Wigboldus, Daniël H.J., 2019. "You and I have nothing in common: The role of dissimilarity in interpersonal influence," Organizational Behavior and Human Decision Processes, Elsevier, vol. 151(C), pages 49-60.
    6. Enrica N. Ruggs & Jennifer Ames Stuart & Linyun W. Yang, 2018. "The effect of traditionally marginalized groups in advertising on consumer response," Marketing Letters, Springer, vol. 29(3), pages 319-335, September.
    7. 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.
    8. 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.
    9. 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.
    10. 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.
    11. Bartikowski, Boris & Gierl, Heribert & Richard, Marie-Odile & Fastoso, Fernando, 2022. "Multiple mental categorizations of culture-laden website design," Journal of Business Research, Elsevier, vol. 141(C), pages 40-49.
    12. 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.
    13. 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.
    14. 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.
    15. 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.
    16. 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.
    17. Alice Audrezet & Béatrice Parguel, 2023. "Unpacking nontarget majority consumers' responses to modest fashion: How market controversy perpetuates marketplace exclusion," Post-Print lirmm-03912092, HAL.
    18. 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.
    19. 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.
    20. 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.
    21. Grier, Sonya A. & Brumbaugh, Anne M., 2002. "Consumer Distinctiveness and Advertising Persuasion," Research Papers 1735, Stanford University, Graduate School of Business.
    22. 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).
    23. 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.
    24. 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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Hyeong Kim & Thomas Kramer, 2006. "“Pay 80%” versus “get 20% off”: The effect of novel discount presentation on consumers’ deal perceptions," Marketing Letters, Springer, vol. 17(4), pages 311-321, December.
    2. Torres, Ivonne M., 2007. "A tale of two theories: Sympathy or competition?," Journal of Business Research, Elsevier, vol. 60(3), pages 197-205, March.
    3. Taeho YohAuthor-Name: Meungguk Park, 2015. "An Integrated Model of the Effective Television PSAs on Giving Behavior," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 5(5), pages 233-247, May.
    4. Lee, Alice J. & Ames, Daniel R., 2017. "“I can’t pay more” versus “It’s not worth more”: Divergent effects of constraint and disparagement rationales in negotiations," Organizational Behavior and Human Decision Processes, Elsevier, vol. 141(C), pages 16-28.
    5. Suwelack, Thomas & Hogreve, Jens & Hoyer, Wayne D., 2011. "Understanding Money-Back Guarantees: Cognitive, Affective, and Behavioral Outcomes," Journal of Retailing, Elsevier, vol. 87(4), pages 462-478.
    6. Jong Yoon Lee & Jae Hee Park & Jong Woo Jun, 2019. "Brand Webtoon as Sustainable Advertising in Korean Consumers: A Focus on Hierarchical Relationships," Sustainability, MDPI, vol. 11(5), pages 1-10, March.
    7. Skarmeas, Dionysis & Leonidou, Constantinos N., 2013. "When consumers doubt, Watch out! The role of CSR skepticism," Journal of Business Research, Elsevier, vol. 66(10), pages 1831-1838.
    8. Mark Groza & Mya Pronschinske & Matthew Walker, 2011. "Perceived Organizational Motives and Consumer Responses to Proactive and Reactive CSR," Journal of Business Ethics, Springer, vol. 102(4), pages 639-652, September.
    9. Simonson, Itamar & Drolet, Aimee L., 2003. "Anchoring Effects on Consumers' Willingness-to-Pay and Willingness-to-Accept," Research Papers 1787, Stanford University, Graduate School of Business.
    10. Román, Sergio & Riquelme, Isabel P. & Iacobucci, Dawn, 2023. "Fake or credible? Antecedents and consequences of perceived credibility in exaggerated online reviews," Journal of Business Research, Elsevier, vol. 156(C).
    11. Rosbergen, Edward & Wedel, Michel & Pieters, Rik, 1997. "Analyzing visual attention tot repeated print advertising using scanpath theory," Research Report 97B32, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    12. Ryan W. Buell & Michael I. Norton, 2011. "The Labor Illusion: How Operational Transparency Increases Perceived Value," Management Science, INFORMS, vol. 57(9), pages 1564-1579, February.
    13. Caldieraro, Fabio & Cunha, Marcus, 2022. "Consumers’ response to weak unique selling propositions: Implications for optimal product recommendation strategy," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 724-744.
    14. Fennell, Patrick B. & Coleman, Joshua T. & Kuo, Andrew, 2020. "The moderating role of donation quantifiers on price fairness judgments," Journal of Business Research, Elsevier, vol. 110(C), pages 464-473.
    15. Joëlle Vanhamme & Valérie Swaen & Guido Berens & Catherine Janssen, 2015. "Playing with fire: aggravating and buffering effects of ex ante CSR communication campaigns for companies facing allegations of social irresponsibility," Marketing Letters, Springer, vol. 26(4), pages 565-578, December.
    16. María del Mar García‐De los Salmones & Andrea Perez, 2018. "Effectiveness of CSR Advertising: The Role of Reputation, Consumer Attributions, and Emotions," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(2), pages 194-208, March.
    17. Caroline L. Noblet & Laura A. Lindenfeld & Mark W. Anderson, 2013. "Environmental Worldviews: A Point of Common Contact, or Barrier?," Sustainability, MDPI, vol. 5(11), pages 1-18, November.
    18. Zhuang, Mengzhou & Cui, Geng & Peng, Ling, 2018. "Manufactured opinions: The effect of manipulating online product reviews," Journal of Business Research, Elsevier, vol. 87(C), pages 24-35.
    19. Thomas, Sunil & Kohli, Chiranjeev S., 2011. "Can brand image move upwards after Sideways? A strategic approach to brand placements," Business Horizons, Elsevier, vol. 54(1), pages 41-49.
    20. Chakravarty, Anindita & Liu, Yong & Mazumdar, Tridib, 2010. "The Differential Effects of Online Word-of-Mouth and Critics' Reviews on Pre-release Movie Evaluation," Journal of Interactive Marketing, Elsevier, vol. 24(3), pages 185-197.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ecl:stabus:1578. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://edirc.repec.org/data/gsstaus.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.