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Fairness Perceptions in Demographic Targeting.

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Title: Fairness Perceptions in Demographic Targeting.
Authors: Shaddy, Franklin (AUTHOR), Friedman, Elizabeth M S (AUTHOR), Toubia, Olivier (AUTHOR)
Source: Journal of Consumer Research. Jun2026, Vol. 53 Issue 1, p22-47. 26p.
Subject Terms: *Target marketing, *Fairness, *Discrimination (Sociology), *Race, *Gender, *Marketing strategy, *Targeted advertising, *Demographic characteristics, *Consumers
Abstract: Deciding which customer segment(s) to serve, or targeting, is a cornerstone of marketing strategy. Although companies commonly target based on demographic characteristics, recent cultural movements (e.g. #MeToo, Black Lives Matter) have heightened sensitivity to the differential treatment of certain demographic groups. Yet, research to date has not examined whether demographic targeting itself seems fair or appropriate. Fourteen experiments (N = 9,399), 13 supplemental studies (N = 7,065), and 2 Facebook A/B tests (N = 513,151) reveal that when consumers learn or infer that they or others have been targeted based on demographic characteristics, fairness perceptions and brand support suffer (relative to broad advertising). To explain why, we propose a conceptual model based on the extent to which consumers view demographic targeting as discriminatory (i.e. differential treatment based on attributes that are irrelevant and/or uncontrollable) and whether the discrimination is perceived as intentional (i.e. knowingly or willingly bringing about an avoidable outcome). Consequently, factors that (a) improve relevance (i.e. whether belonging to the targeted segment is diagnostic of preferences), (b) increase controllability (i.e. whether consumers themselves determine their membership in the targeted segment), or (c) reduce perceived intentionality (e.g. firm size, industry norms) attenuate perceptions of unfairness. [ABSTRACT FROM AUTHOR]
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  Data: Fairness Perceptions in Demographic Targeting.
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  Data: Deciding which customer segment(s) to serve, or targeting, is a cornerstone of marketing strategy. Although companies commonly target based on demographic characteristics, recent cultural movements (e.g. #MeToo, Black Lives Matter) have heightened sensitivity to the differential treatment of certain demographic groups. Yet, research to date has not examined whether demographic targeting itself seems fair or appropriate. Fourteen experiments (N = 9,399), 13 supplemental studies (N = 7,065), and 2 Facebook A/B tests (N = 513,151) reveal that when consumers learn or infer that they or others have been targeted based on demographic characteristics, fairness perceptions and brand support suffer (relative to broad advertising). To explain why, we propose a conceptual model based on the extent to which consumers view demographic targeting as discriminatory (i.e. differential treatment based on attributes that are irrelevant and/or uncontrollable) and whether the discrimination is perceived as intentional (i.e. knowingly or willingly bringing about an avoidable outcome). Consequently, factors that (a) improve relevance (i.e. whether belonging to the targeted segment is diagnostic of preferences), (b) increase controllability (i.e. whether consumers themselves determine their membership in the targeted segment), or (c) reduce perceived intentionality (e.g. firm size, industry norms) attenuate perceptions of unfairness. [ABSTRACT FROM AUTHOR]
PLink https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=enr&AN=193756920
RecordInfo BibRecord:
  BibEntity:
    Identifiers:
      – Type: doi
        Value: 10.1093/jcr/ucaf048
    Languages:
      – Code: eng
        Text: English
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      Pagination:
        PageCount: 26
        StartPage: 22
    Subjects:
      – SubjectFull: Target marketing
        Type: general
      – SubjectFull: Fairness
        Type: general
      – SubjectFull: Discrimination (Sociology)
        Type: general
      – SubjectFull: Race
        Type: general
      – SubjectFull: Gender
        Type: general
      – SubjectFull: Marketing strategy
        Type: general
      – SubjectFull: Targeted advertising
        Type: general
      – SubjectFull: Demographic characteristics
        Type: general
      – SubjectFull: Consumers
        Type: general
    Titles:
      – TitleFull: Fairness Perceptions in Demographic Targeting.
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            NameFull: Shaddy, Franklin
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            NameFull: Friedman, Elizabeth M S
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            NameFull: Toubia, Olivier
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            – D: 01
              M: 06
              Text: Jun2026
              Type: published
              Y: 2026
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            – TitleFull: Journal of Consumer Research
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