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

Author

Listed:
  • 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.)

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.

Suggested Citation

  • Guillaume D. Johnson & Sonya A. Grier, 2011. "Targeting without Alienating: Multicultural Advertising and the Subtleties of Targeted Advertising more," Post-Print hal-01655701, HAL.
    • Handle: RePEc:hal:journl:hal-01655701
    DOI: 10.2501/IJA-30-2-233-258
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    Citations

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    Cited by:

    1. Bartikowski, Boris & Gierl, Heribert & Richard, Marie-Odile, 2020. "Effects of ‘feeling right’ about website cultural congruency on regular and mobile websites," Journal of Business Research, Elsevier, vol. 121(C), pages 420-428.
    2. Hejazi, Walid, 2022. "What subnational analysis could mean for IB research? Evidence for home bias reversals based on catchment area alcohol sales in Ontario," Journal of World Business, Elsevier, vol. 57(6).
    3. Kipnis, Eva & Demangeot, Catherine & Pullig, Chris & Broderick, Amanda J., 2019. "Consumer Multicultural Identity Affiliation: Reassessing identity segmentation in multicultural markets," Journal of Business Research, Elsevier, vol. 98(C), pages 126-141.
    4. Alice Audrezet & Béatrice Parguel, 2023. "Unpacking nontarget majority consumers' responses to modest fashion: How market controversy perpetuates marketplace exclusion," Post-Print lirmm-03912092, HAL.
    5. Antioco, Michael & Vanhamme, Joëlle & Hardy, Anaïk & Bernardin, Lidwine, 2012. "On the importance of social integration for minority targeting effectiveness," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 380-389.
    6. Byun, Kyung-Ah & Hong, JungHwa & William James, Kevin, 2023. "When does a goal-appeal match affect consumer satisfaction? Examining the work and play context," Journal of Business Research, Elsevier, vol. 158(C).
    7. Fazli-Salehi, Reza & Torres, Ivonne M. & Madadi, Rozbeh & Zúñiga, Miguel Ángel, 2021. "Multicultural advertising: The impact of consumers’ self-concept clarity and materialism on self-brand connection and communal-brand connection," Journal of Business Research, Elsevier, vol. 137(C), pages 46-57.

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