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Creating Identity Distance in Targeted Advertisements: The Black Sheep Effect

This research examines the effect of target marketing using the black sheep effect, which occurs when individuals judge likable ingroup members more positively than similar outgroup members, while judging unlikable ingroup members more negatively than similar outgroup members. The results of 2 experiments show that individuals feel more targeted by ads that feature members of their ingroup that are more prototypical and feel less targeted by advertisements featuring models who violate the group’s positive image on some trait, making them nonprototypical. Theoretical implications regarding the impact of intragroup processes in consumer persuasion effects and target marketing are discussed.