Implied flattery is effective in targeted ads
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Signal
Mar 8, 2016
Implied flattery is effective in targeted ads

Demographics have long been used to target advertising, but the internet has enabled ‘behavioural targeting’, based on the online behaviour of a user. A new study has shown that being flattered by the reasons we’ve been targeted for an ad may actually make us more likely to open our wallets.

“When consumers recognise that the marketer has made an inference about their identity in order to serve them the ad, the ad itself functions as an implied social label,” reports the study, which is published in the Journal of Consumer Research. Being a target based on our behaviour plays to our self-perceptions and implies we have certain qualities.