The Politics of Target Marketing

Guillaume D. Johnson, CNRS, Dauphine Recherches en Management, France
Romain Cadario, IÉSEG School of Management, France
Sonya A. Grier, American University, USA
Although cultural targeting seems apposite within the context of contemporary multicultural society, in certain countries, national norms dictate that marketers should focus on the homogeneity of the market rather than its diversity. Two experiments demonstrate how sociopolitical ideologies at both individual- and national-levels influence consumers’ responses to culturally targeted practices.
[ to cite ]:
Guillaume D. Johnson, Romain Cadario, and Sonya A. Grier (2015) ,"The Politics of Target Marketing", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 580-581.