Premium
Nontarget Markets and Viewer Distinctiveness: The Impact of Target Marketing on Advertising Attitudes
Author(s) -
Aaker Jennifer L.,
Brumbaugh Anne M.,
Grier Sonya A.
Publication year - 2000
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1207/s15327663jcp0903_1
Subject(s) - optimal distinctiveness theory , persuasion , similarity (geometry) , feeling , advertising , psychology , marketing , target market , social psychology , business , artificial intelligence , computer science , image (mathematics)
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 nontarget market . The results of 3 experiments show that unfavorable nontarget market effects are stronger for members of nondistinctive groups (e.g., Caucasian individuals, heterosexual individuals) and favorable target market effects are stronger for members of distinctive groups (e.g., African American individuals, homosexual individuals). The results of Experiment 2 demonstrate that the psychological processes by which target and nontarget market effects occur differ by viewer group: Felt similarity with sources in an advertisement drives target market effects for distinctive viewers, whereas felt targetedness drives target market effects for nondistinctive 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.