Social dimensions of consumer distinctiveness: The influence of social status on group identity and advertising persuasion

Consumer research using distinctiveness theory implies that targeted advert isements are most effective in contexts in which the targeted group is a nu meric minority, The authors investigate the influence of group social statu s in addition to numeric status in a study of South African consumers. Resu lts demonstrate that when social dimensions are incorporated, targeted adve rtisements can be effective even in contexts in which the targeted group is a numeric majority. Results also illustrate how consumer distinctiveness m ay exist at multiple levels of analysis. The authors discuss the implicatio ns of the results for understanding the influence of social context on cons umer distinctiveness and responses to targeted marketing efforts.