Ethnic Consumer Reaction to Targeted Marketing: A Theory of Intercultural Accommodation

Autor:	James W. Gentry, Jonna Holland
Rok vydání:	1999
Předmět:	Marketing Recall business.industry Communication Ethnic group Advertising Targeted marketing Variety (cybernetics) Comprehension Power (social and political) Ethnic culture Business and International Management business Psychology Accommodation
Zdroj:	Journal of Advertising. 28:65-77
ISSN:	1557-7805 0091-3367
DOI:	10.1080/00913367.1999.10673577
Popis:	Marketers are increasingly recognizing the growing power of ethnic groups, and are responding with targeted marketing efforts. Targeted communications often draw on various references to the ethnic culture in an attempt to enhance communication with and gain the approval of the intended audience. However, research on how such accommodation efforts may be received is lacking. Drawing on a variety of disciplines, the authors develop a theory of intercultural accommodation to fill that gap. The proposed model views the consumer as having both affective and attributional responses to a targeted communication. The consequences of the response are proposed to influence the consumer's evaluation, comprehension, and recall of the message, and to influence behavioral intentions toward the communicator.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::25e431ebc0224452735a9a1e4d8081c7 https://doi.org/10.1080/00913367.1999.10673577 Zobrazit plný text záznamu Plný text ve formátu PDF