The DOI matches its Crossref record; 2 of the 2 references it cites were found in a registry or an index.
Noticing Cultural Differences: Ad Meanings Created by Target and Non-Target Markets
Abstract
Target marketing is an increasingly crucial component of marketing strategy, particularly given the expanding cultural diversity of the nation's population. Prior research suggests marketers need to consider the nontarget market (consumers who perceive themselves not to be the target of an advertisement) as well as the target market. Further, researchers have called for a more meaning-based approach to understanding advertising and consumer behavior. The authors therefore explore the meanings created by target and nontarget viewers of advertising targeting black, white, and gay / lesbian cultures. Their results show that asymmetries in cultural expertise, power, distinctiveness, and stigmatization among those cultural groups influence the meanings created by target and nontarget viewers of ads targeting those groups.
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Cites
The Persuasion Knowledge Model: How People Cope with Persuasion Attempts
Friestad, M., & Wright, P. (1994) · Journal of Consumer Research · doi:10.1086/209380 · Cited by 3,811
The role of involvement in attention and comprehension processes
Celsi, R. L., & Olson, J. C. (1988) · Journal of Consumer Research · doi:10.1086/209158 · Cited by 2,070
Cited by
AD SKEPTICISM: The Consequences of Disbelief
Obermiller, C., Spangenberg, E., & MacLachlan, D. L. (2005) · Journal of Advertising · doi:10.1080/00913367.2005.10639199 · Cited by 543
Kalyanaraman, S., & Sundar, S. S. (2006) · Journal of Communication · doi:10.1111/j.1460-2466.2006.00006.x · Cited by 475
Hung, K. H., & Li, S. Y. (2007) · Journal of Advertising Research · doi:10.2501/s002184990707050x · Cited by 408
AVERY, D. R., & McKAY, P. F. (2006) · Personnel Psychology · doi:10.1111/j.1744-6570.2006.00807.x · Cited by 396
Pookulangara, S., & Koesler, K. (2011) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2011.03.003 · Cited by 317
Metadata
- Authors
- Grier, S. A., & Brumbaugh, A. M.
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 1999-03
- Volume
- 28
- Issue
- 1
- Pages
- 79-93
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W2053425321
- Cited by
- 247
- References
- 2
- FWCI
- 13.48
- Type
- journal article
- Language
- en
- Open access
- closed
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- Grier, S. A., & Brumbaugh, A. M. (1999). Noticing Cultural Differences: Ad Meanings Created by Target and Non-Target Markets. Journal of Advertising. https://doi.org/10.1080/00913367.1999.10673578
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
