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

Guillaume D. Johnson and Sonya A. Grier
Additional contact information
Guillaume D. Johnson: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Sonya A. Grier: AU - American University Washington D.C.

Post-Print from HAL

Abstract: 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.

Keywords: Consumers; Advertising; Multicultural advertising (search for similar items in EconPapers)
Date: 2011
References: Add references at CitEc
Citations: View citations in EconPapers (7)

Published in International Journal of Advertising, 2011, 30 (2), ⟨10.2501/IJA-30-2-233-258⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01655701

DOI: 10.2501/IJA-30-2-233-258

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().