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Two birds and one stone

Research output: Contribution to Journal/Magazine › Journal article › peer-review

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Two birds and one stone. / Puntoni, Stefano; Vanhamme, Joelle; Visscher, Ruben.
In: Journal of Advertising, Vol. 40, No. 1, 04.2011, p. 25-42.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Puntoni, S, Vanhamme, J & Visscher, R 2011, 'Two birds and one stone', Journal of Advertising, vol. 40, no. 1, pp. 25-42. https://doi.org/10.2753/JOA0091-3367400102

APA

Puntoni, S., Vanhamme, J., & Visscher, R. (2011). Two birds and one stone. Journal of Advertising, 40(1), 25-42. https://doi.org/10.2753/JOA0091-3367400102

Vancouver

Puntoni S, Vanhamme J, Visscher R. Two birds and one stone. Journal of Advertising. 2011 Apr;40(1):25-42. doi: 10.2753/JOA0091-3367400102

Author

Puntoni, Stefano ; Vanhamme, Joelle ; Visscher, Ruben. / Two birds and one stone. In: Journal of Advertising. 2011 ; Vol. 40, No. 1. pp. 25-42.

Bibtex

@article{a9ef0fb61655452bbeee2761d84f2e80,
title = "Two birds and one stone",
abstract = "Current social trends leading to greater consumer diversity require that advertisers pay increasing attention to minority groups within society. This paper answers recent calls for research into the effects of purposeful polysemy, or strategic ambiguity, in minority targeting. The results of a quasi-experiment with gay and heterosexual male respondents in the context of gay window advertising demonstrate not only significant positive target market effects of covert minority targeting (i.e., ambiguous ad cues), but also the existence of negative non-target market effects. Emotional responses fully mediate these effects. Our results further demonstrate the importance of individual differences and product category by suggesting, for example, that gay men who are open about their sexual orientation can be targeted using gay window ads when the product category is congruent with male stereotypes and with mainstream ads when the product category is incongruent with male stereotypes.",
author = "Stefano Puntoni and Joelle Vanhamme and Ruben Visscher",
year = "2011",
month = apr,
doi = "10.2753/JOA0091-3367400102",
language = "English",
volume = "40",
pages = "25--42",
journal = "Journal of Advertising",
issn = "0091-3367",
publisher = "M.E. Sharpe Inc.",
number = "1",

}

RIS

TY - JOUR

T1 - Two birds and one stone

AU - Puntoni, Stefano

AU - Vanhamme, Joelle

AU - Visscher, Ruben

PY - 2011/4

Y1 - 2011/4

N2 - Current social trends leading to greater consumer diversity require that advertisers pay increasing attention to minority groups within society. This paper answers recent calls for research into the effects of purposeful polysemy, or strategic ambiguity, in minority targeting. The results of a quasi-experiment with gay and heterosexual male respondents in the context of gay window advertising demonstrate not only significant positive target market effects of covert minority targeting (i.e., ambiguous ad cues), but also the existence of negative non-target market effects. Emotional responses fully mediate these effects. Our results further demonstrate the importance of individual differences and product category by suggesting, for example, that gay men who are open about their sexual orientation can be targeted using gay window ads when the product category is congruent with male stereotypes and with mainstream ads when the product category is incongruent with male stereotypes.

AB - Current social trends leading to greater consumer diversity require that advertisers pay increasing attention to minority groups within society. This paper answers recent calls for research into the effects of purposeful polysemy, or strategic ambiguity, in minority targeting. The results of a quasi-experiment with gay and heterosexual male respondents in the context of gay window advertising demonstrate not only significant positive target market effects of covert minority targeting (i.e., ambiguous ad cues), but also the existence of negative non-target market effects. Emotional responses fully mediate these effects. Our results further demonstrate the importance of individual differences and product category by suggesting, for example, that gay men who are open about their sexual orientation can be targeted using gay window ads when the product category is congruent with male stereotypes and with mainstream ads when the product category is incongruent with male stereotypes.

U2 - 10.2753/JOA0091-3367400102

DO - 10.2753/JOA0091-3367400102

M3 - Journal article

VL - 40

SP - 25

EP - 42

JO - Journal of Advertising

JF - Journal of Advertising

SN - 0091-3367

IS - 1

ER -