Optimizing Targeting Effectiveness: the Reversed U-Shape Relationship Between Target Market and Consumer Attitude

Zhang Shuoyang, Colorado State University, USA
Banerji Ishani, Indiana University, USA
Eliot Smith, Indiana University, USA
In the current research we propose a reversed U-shape effect of targeting strategy. Our findings show that compared with mass marketing and personal targeting, optimal consumer attitude is achieved when product recommendations are provided to a small group of similar people. This implies that extreme personalization can actually backfire.
[ to cite ]:
Zhang Shuoyang, Banerji Ishani, and Eliot Smith (2012) ,"Optimizing Targeting Effectiveness: the Reversed U-Shape Relationship Between Target Market and Consumer Attitude", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1128-1128.