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Targeting without Alienating: Multicultural Advertising and the Subtleties of Targeted Advertising more

Johnson, Guillaume D.; Grier, Sonya A. (2011), Targeting without Alienating: Multicultural Advertising and the Subtleties of Targeted Advertising more, International Journal of Advertising, 30, 2, p. 233-258. 10.2501/IJA-30-2-233-258

Type
Article accepté pour publication ou publié
Date
2011
Journal name
International Journal of Advertising
Volume
30
Number
2
Publisher
Holt
Pages
233-258
Publication identifier
10.2501/IJA-30-2-233-258
Metadata
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Author(s)
Johnson, Guillaume D.
Dauphine Recherches en Management [DRM]
Grier, Sonya A.
Abstract (EN)
The growing diversity of different nations’ populations has encouraged advertisers to adopt their strategy by taking into consideration groups of consumers that were not traditionally targeted, such as cultural and sexual minorities. However, while such targeting has been favourably received among the targeted minorities, it has also engendered unfavourable reactions among majority members. This paper examines a way for advertisers to target a specific minority group within the mainstream media while maintaining resonance among the broader audience. An experiment is conducted to examine viewers’ responses to multicultural advertising in France. Results demonstrate the fundamental role of viewers’ congruence judgements and felt targetedness on the effectiveness of multicultural targeting attempts, and extend our understanding of consumer responses to multicultural advertising.
Subjects / Keywords
Consumers; Advertising; Multicultural advertising
JEL
D12 - Consumer Economics: Empirical Analysis
M31 - Marketing

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