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Macromarketing & Public Policy / Publication Abstract
The Politics of Target Marketing
Jan 1, 2015
Guillaume D Johnson, Romain Cadario, Sonya A Grier
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.
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