Noticing Cultural Differences: Ad Meanings Created by Target and Non-Target Markets

Target marketing is an increasingly crucial component of marketing strategy, particularly given the expanding cultural diversity of the nation’s population. Prior research suggests marketers need to consider the non-target market (consumers who perceive themselves not to be the target of an advertisement) as well as the target market. Further, researchers have called for a more meaning based approach to understanding advertising and consumer behavior. Therefore, in this study we explore the meanings created by target and non-target market viewers of advertising targeting black, white, and gay/lesbian cultures. Results of our study show that asymmetries in cultural expertise, distinctiveness, and stigmatization among these cultural groups influence the meanings created by target and non-target market viewers of ads targeting these groups.