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.


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.


Elizabeth Friedman, Columbia Business School
Franklin Shaddy, UCLA Anderson School of Management
Olivier Toubia, Columbia Business School


NA - Advances in Consumer Research Volume 49 | 2021

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