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

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Date
2011
Dewey
Marketing
Sujet
Consumers; Advertising; Multicultural advertising
JEL code
D.D1.D12; M.M3.M31
Journal issue
International Journal of Advertising
Volume
30
Number
2
Publication date
2011
Article pages
233-258
Publisher
Holt
DOI
http://dx.doi.org/10.2501/IJA-30-2-233-258
URI
https://basepub.dauphine.fr/handle/123456789/11318
Collections
  • DRM : Publications
Metadata
Show full item record
Author
Johnson, Guillaume D.
1032 Dauphine Recherches en Management [DRM]
Grier, Sonya A.
status unknown
Type
Article accepté pour publication ou publié
Abstract (EN)
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.

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