Two birds and one stone: purposeful polysemy in minority targeting and advertising evaluations

Puntoni, Stefano and Vanhamme, Joëlle and Visscher, Ruben (2011) Two birds and one stone: purposeful polysemy in minority targeting and advertising evaluations. Journal of Advertising, 40 (1). pp. 25-41. ISSN 0091-3367

Full content URL: http://dx.doi.org/10.2753/JOA0091-3367400102

Documents
journalofadvdiskcopyarticletwobirdsonestone.pdf
2birds1stone_JoAd_2011.pdf
[img] PDF
journalofadvdiskcopyarticletwobirdsonestone.pdf - Whole Document
Restricted to Repository staff only

454kB
[img] PDF
2birds1stone_JoAd_2011.pdf - Whole Document
Restricted to Repository staff only

1MB
Item Type:Article
Item Status:Live Archive

Abstract

Current social trends leading to greater consumer diversity require that advertisers pay increasing attention to minority groups within society. This paper answers recent calls for research into the effects of purposeful polysemy, or strategic ambiguity, in minority targeting. The results of a quasi-experiment with gay and heterosexual male respondents in the context of gay window advertising demonstrate not only significant positive target market effects of covert minority targeting (i.e., ambiguous ad cues), but also the existence of negative non-target market effects. Emotional responses fully mediate these effects. Our results further demonstrate the importance of individual differences and product category by suggesting, for example, that gay men who are open about their sexual orientation can be targeted using gay window ads when the product category is congruent with male stereotypes and with mainstream ads when the product category is incongruent with male stereotypes.

Keywords:Retailing, Advertising
Subjects:N Business and Administrative studies > N500 Marketing
Divisions:Lincoln International Business School
ID Code:9258
Deposited On:30 Apr 2013 16:00

Repository Staff Only: item control page