top of page

Macromarketing & Public Policy / Publication Abstract

The Politics of Target Marketing

Jan 1, 2015

Guillaume D Johnson, Romain Cadario, Sonya A Grier

Macromarketing & Public Policy

Abstract

Although cultural targeting seems apposite within the context of contemporary multicultural society, in certain countries, national norms dictate that marketers should focus on the homogeneity of the market rather than its diversity. Two experiments demonstrate how sociopolitical ideologies at both individual- and national-levels influence consumers’ responses to culturally targeted practices.

Read the full article:

Subscribe to our Newsletter

You have successfully been added to our mailing list.

Blue to red gradient

More than information.

It is impact.

More than

innovation.

It is well-being.

More than

a research center.

It is empowerment.

Market Impact Hub 
Kogod School of Business, American University

4400 Massachusetts Avenue NW
Washington, DC 20016 

American University Logo
  • Twitter
  • LinkedIn
  • Instagram
  • Facebook

Copyright © 2023 American University

bottom of page