Can Multiple New-Product Messages Attract Different Consumer Segments?

ABSTRACT 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.