Social Dimensions of Consumer Distinctiveness: The Influence of Social Status on Group Identity and Advertising Persuasion

Abstract

Consumer research using distinctiveness theory implies that targeted advertisements are most effective in contexts in which the targeted group is a numeric minority. The authors investigate the influence of group social status in addition to numeric status in a study of South African consumers. Results demonstrate that when social dimensions are incorporated, targeted advertisements can be effective even in contexts in which the targeted group is a numeric majority. Results also illustrate how consumer distinctiveness may exist at multiple levels of analysis. The authors discuss the implications of the results for understanding the influence of social context on consumer distinctiveness and responses to targeted marketing efforts.