When and Why Targeted Products For Underserved Consumers Backfire
Consumers who have been historically overlooked in the marketplace respond negatively to targeted products designed to serve their needs when they are blatantly identified as the target consumer. This is because these consumers are suspicious towards the targeting attempt and consequently infer less positive intentions from companies.
Citation:
Ruoou Li and Linyun Yang (2021) ,"When and Why Targeted Products For Underserved Consumers Backfire", 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: 501-502.
Authors
Ruoou Li, University of South Carolina
Linyun Yang, University of South Carolina
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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