 Targeting without alienating on the Internet: Ethnic minority and majority consumersBoris Bartikowski, Besma Taieb and Jean-Louis Chandon Journal of Business Research, 2016, vol. 69, issue 3, 1082-1089 Abstract: The authors draw on the phenomenon of processing fluency to develop a memory-based account of target and nontarget market effects related to consumer evaluations of culture-specific website designs. The test of the study's hypotheses relies on longitudinal experimental data from Tunisian minority and French majority consumers in France. The psychological mechanisms that drive website evaluations appear to differ for the two populations. French majority consumers are alienated by culturally incongruent website design, but this negative effect is alleviated by repeated exposure. Tunisian minority consumers tend to prefer website design with a French look and feel, and repeated exposure enhances this effect. The results from an explorative post hoc study echo these findings and suggest that effects of culture-specific website design on consumer website evaluations are contingent on the website product category. Keywords: Ethnic minority consumers; Ethnic majority consumers; Processing fluency; Website cultural congruity; Website evaluations (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:3:p:1082-1089 DOI: 10.1016/j.jbusres.2015.08.024 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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