Ethnic Consumer Reaction to Targeted Marketing: A Theory of Intercultural Accommodation

Abstract

Marketers are increasingly recognizing the growing power of ethnic groups, and are responding with targeted marketing efforts. Targeted communications often draw on various references to the ethnic culture in an attempt to enhance communication with and gain the approval of the intended audience. However, research on how such accommodation efforts may be received is lacking. Drawing on a variety of disciplines, the authors develop a theory of intercultural accommodation to fill that gap. The proposed model views the consumer as having both affective and attributional responses to a targeted communication. The consequences of the response are proposed to influence the consumer's evaluation, comprehension, and recall of the message, and to influence behavioral intentions toward the communicator.