Identity Distancing and Targeted Advertisements: The Black Sheep Effect

ABSTRACT

This research examines the effect of target marketing using the black sheep effect, which occurs when individuals judge likable ingroup members more positively than similar outgroup members, while judging unlikable ingroup members more negatively than similar outgroup members. The results of two experiments show that individuals feel more targeted by ads that feature members of their ingroup that are more prototypical and likeable, and feel less targeted by advertisements featuring models who violate the group's positive image on some trait, making them nonprototypical and unlikeable. Theoretical implications regarding the impact of intragroup processes in consumer persuasion effects and target marketing are discussed.

KEYWORDS:

• advertising
• identity
• ingroup
• outgroup
• self-concept