Can Multiple New-Product Messages Attract Different Consumer Segments?
研究了视频游戏营销者是否应对同一产品向不同目标细分市场传递不同信息，发现消费者看到其他细分市场的广告后再看自己的专属广告会提升购买意愿。
<h3>ABSTRACT</h3> A fundamental principle of marketing suggests that optimal marketing effectiveness results from designing and positioning a product specifically to attract a particular targeted market segment. But many companies want their product to appeal to more than one consumer segment at the same time. In this study, the authors investigated whether video-game marketers should leverage different messages for different target segments for the same product. They found that purchase intentions were enhanced when a segment saw its dedicated advertisement after seeing the other segment9s advertisements. Further, this enhancement happened not only from internal processes but also because the advertisements interacted.