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hal.structure.identifierDauphine Recherches en Management [DRM]
dc.contributor.authorJohnson, Guillaume D.*
hal.structure.identifier
dc.contributor.authorGrier, Sonya A.*
dc.date.accessioned2013-05-28T13:33:19Z
dc.date.available2013-05-28T13:33:19Z
dc.date.issued2011
dc.identifier.issn0265-0487
dc.identifier.urihttps://basepub.dauphine.fr/handle/123456789/11318
dc.language.isoenen
dc.subjectConsumers
dc.subjectAdvertising
dc.subjectMulticultural advertising
dc.subject.ddc658.8en
dc.subject.classificationjelD.D1.D12en
dc.subject.classificationjelM.M3.M31en
dc.titleTargeting without Alienating: Multicultural Advertising and the Subtleties of Targeted Advertising more
dc.typeArticle accepté pour publication ou publié
dc.contributor.editoruniversityotherUniversity of the Witwatersran;Afrique du Sud
dc.description.abstractenThe 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.
dc.relation.isversionofjnlnameInternational Journal of Advertising
dc.relation.isversionofjnlvol30
dc.relation.isversionofjnlissue2
dc.relation.isversionofjnldate2011
dc.relation.isversionofjnlpages233-258
dc.relation.isversionofdoi10.2501/IJA-30-2-233-258
dc.relation.isversionofjnlpublisherHolt
dc.subject.ddclabelMarketingen
dc.relation.forthcomingnonen
dc.relation.forthcomingprintnonen
dc.description.ssrncandidatenon
dc.description.halcandidateoui
dc.description.readershiprecherche
dc.description.audienceInternational
dc.relation.Isversionofjnlpeerreviewednon
dc.relation.Isversionofjnlpeerreviewednon
dc.date.updated2017-02-02T09:56:21Z
hal.identifierhal-01655701*
hal.version1*
hal.update.actionupdateMetadata*
hal.author.functionaut
hal.author.functionaut


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