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

By Sonya A. GrierRohit Deshpande
1999| Working Paper No. 1554

Consumer research using Distinctiveness theory implies that targeted advertisements will be most effective in contexts where the targeted group is a miniority. This paper investigates the influence of social status in addition to numeric status. Results demonstrate that incorporating social dimensions increases the explanatory value of distinctiveness theory for consumer research. We discuss the implications of results for understanding the influence of social context on consumer distinctiveness, and responses to targeted marketing efforts.