The Psychology of Target Marketing
A principal concept in target marketing is that those who are targeted show a strong affinity or brand loyalty to that particular brand. Target Marketing allows the marketer / sales team to customize their message to the targeted group of consumers in a more focused manner.
Research has shown that racial similarity, role congruence, labeling intensity of ethnic identification, shared knowledge and ethnic salience all promote positive effects on the target market. Research has generally shown that target marketing strategies are constructed from consumer inferences of similarities between some aspects of the advertisement (e.g., source pictured, language used, lifestyle represented) and characteristics of the consumer (e.g. reality or desire of having the represented style). Consumers are persuaded by the characteristics in the advertisement and those of the consumer.
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Famous quotes containing the words psychology and/or target:
“Idleness is the beginning of all psychology. What? Could it be that psychology is—a vice?”
—Friedrich Nietzsche (1844–1900)
“Well gentlemen, this is it. This is what we’ve been waiting for. Tonight your target is Tokyo. And you’re gonna play ‘em the Star Spangled Banner with two-ton bombs. All you’ve got to do is to remember what you’ve learned and follow your squadron leaders. They’ll get you in, and they’ll get you out. Any questions? All right that’s all. Good luck to you. Give ‘em hell.”
—Dudley Nichols (1895–1960)