“One Size Fits Others”: the Role of Label Ambiguity in Targeting Diverse Consumer Segments

Caglar Irmak, University of South Carolina, USA
David Norton, University of South Carolina, USA
Randall Rose, University of South Carolina, USA
We show that all-inclusive product labels (e.g., one size fits all) that are designed to expand the target market may in effect lead to negative consumer reactions as consumers are reminded about other potential customers with whom they do not want to be associated.
[ to cite ]:
Caglar Irmak, David Norton, and Randall Rose (2011) ,"“One Size Fits Others”: the Role of Label Ambiguity in Targeting Diverse Consumer Segments", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 577-578.