Fairness in Segmentation and Targeting
While it is common to segment and target customers based on gender or race, these practices seem increasingly at odds with recent cultural movements (#MeToo, BLM). In this research, we find that consumers believe it is less to fair target groups based on demographics, relative to not targeting at all.
Citation:
Elizabeth Friedman, Franklin Shaddy, and Olivier Toubia (2021) ,"Fairness in Segmentation and Targeting", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 466-467.
Authors
Elizabeth Friedman, Columbia Business School
Franklin Shaddy, UCLA Anderson School of Management
Olivier Toubia, Columbia Business School
Volume
NA - Advances in Consumer Research Volume 49 | 2021
Share Proceeding
Featured papers
See MoreFeatured
Do You Trust the System? Interaction Effect between Perceived Economic Mobility and Socioeconomic Status on Fair Market Ideology and Consumer Responses
Chun-Ming Yang, Ming Chuan University, Taiwan
Chia-Chi Chang, National Chiao Tung University
Featured
G9. The Voice From Afar: How Reverberation Affects Consumer Cognition
Johann Melzner, New York University, USA
Jochim Hansen, University of Salzburg
Featured
R3. In Experiences We Trust: From Brand-centric Experiences to Experience-centric Brands
Melissa Archpru Akaka, University of Denver
Ana Babic Rosario, University of Denver
Gia Nardini, University of Denver