Description
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. Dr. Ernest Cyril de Run is Associate Professor of Marketing at Universiti Malaysia Sarawak. Ernest received his Ph.D. from University of Otago, New Zealand. He has published in International Journal of Business and Society, Journal of International Business and Entrepreneurship, Journal of Asia Pacific Marketing and Logistics, Journal of Asia Entrepreneurship and Sustainability among others. His research interests include cross cultural studies, promotions, the effect of cues in advertisements (language, color, symbols) and marketing research, particularly invariance. He serves on the board of International Journal of Business and Society, Scientific Journals International, Annamalai Business Review, among others. Ernest has also conducted various consultancies for state and federal government as well as for private institutions.
