How exclusionary ads can win over the right customers

How exclusionary ads can win over the right customers

Researchers' findings challenge one of marketing’s most enduring assumptions: that effective marketing comes from directly persuading customers that a product matches their needs.

‘If You Don’t Like Dark Roast, This Isn’t The Coffee For You’: How Exclusionary Ads Can Win Over The Right Customers

Trying to be everything to everyone can backfire. (Illustration by Karen Anne Wallach using Gemini via The Conversation) By Jaclyn L. Tanebaum, Karen Anne WallachThe ConversationImagine you are searching for a new mattress online and find something surprising. The retailer displays an ad featuring a “Mattress Comfort Scale” running from 1 (soft) to 10 (firm), followed by the message that if your firmness preference is at either end, this mattre…