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August 25, 2025Journal of Consumer ResearchOpen Access

Fairness Perceptions in Demographic Targeting

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Authors

FSFranklin ShaddyEFElizabeth M S FriedmanOTOlivier Toubia

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Overview

Experimental analysis of fairness perceptions reveals demographic targeting undermines brand support, suggesting implications for marketing strategies.

Key Points

  • Fairness perceptions drop when consumers realize they are targeted based on demographic characteristics, affecting brand support.
  • A total of 14 experiments with 9,399 participants and two Facebook A/B tests show significant impacts of demographic targeting on perceived fairness.
  • Conceptual model reveals that perceived discriminatory targeting linked to controllability and intentionality drives negative perceptions.
  • Understanding fairness in targeting could guide marketing practices by mitigating perceptions of discrimination, suggesting adjustments to targeting strategies.

Cite This Study

Shaddy et al. (2025) studied this question.

synapsesocial.com/papers/68af5d6fad7bf08b1eae0ec5https://doi.org/10.1093/jcr/ucaf048
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Also Consider

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  1. 1Fairness in Predictive Marketing: Auditing and Mitigating Demographic Bias in Machine Learning for Customer Targeting2025 · 1 citations
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  4. 4Exploring demographic influences on fairness perceptions across the ML development lifecycle2026
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