Although advertising has been a major area of study in marketing,
limited research investigating the unintended effects of targeted
advertising beyond social and moral issues has been conducted. This
research contributes to the current body of knowledge by examining
the unintended effects of ethnically targeted advertising on ethnic
groups that are not targeted, but who are still likely to see the
advertising. The research also develops a holistic model for
measuring the effects of targeted advertising using four variables;
emotions, attitude to the advertisement, attitude to the company
and behavioral intentions. The conceptual basis of the model is
accommodation theory, which allows for different levels of
targeting based on the language mix used in advertisements. The
model was tested on three different ethnic groups in Malaysia,
namely the Malays, Chinese, and Iban.
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