Business Commons^™

When And Why Targeted Products For Underserved Consumers Backfire, Ruoou Li

Theses and Dissertations

As the demand for creating and embracing a diverse marketplace increases, marketing strategies that over-generalize the needs of different consumer groups are no longer viable. Thus, many brands and companies have begun offering inclusive products that accommodate the specific needs of historically underserved consumers (e.g., women, people of color). One important question for marketers to answer is how these inclusive products should be promoted to appeal to these previously undervalued consumers. While prior research suggests that consumers will favor products with more explicit descriptions of the target consumer (i.e., blatant targeting) because doing so makes the targeted identity salient, I …