Grier, Sonya (Dept. of Marketing)

African American & Hispanic Youth Vulnerability to Target Marketing
"Memo prepared for The Second NPLAN/BMSG Meeting on Digital Media and Marketing to Children for the NPLAN Marketing to Children Learning Community"
Consumer Distinctiveness and Advertising Persuasion
Chapter to appear in: Williams, Jerome D., Wei-Na Lee, and Curtis P. Haugtvedt, eds. (forthcoming), Diversity in Advertising, Hillsdale, NJ: Lawrence Erlbaum Associates, Inc., This chapter discusses the significance of distinctiveness theory for understanding advertising persuasion in multicultural marketplaces. First, we define distinctiveness theory, reviewing the initial empirical tests that formed the distinctiveness postulate and describing its underlying psychological assumptions. We also discuss other research that extends various elements of distinctiveness theory and attests to its robustness. Then, we review consumer applications of distinctiveness theory, and link this discussion to our understanding of the psychological processes affecting advertising responses. Our goal is to demonstrate how powerful the distinctiveness construct is in understanding advertising persuasion among multicultural audiences. Finally, we suggest directions for future research that capitalize on and extend the distinctiveness construct.
Coping with Marketplace Discrimination
"findings from an exploratory investigation of consumer perceptions of market- place discrimination and subsequent coping strategies"
Food Marketing in the Digital Age
"This research was supported by a grant from the Robert Wood Johnson Foundation’s Healthy Eating Research program (grant #65063)"
Sensitizing black adult and youth consumers to targeted food marketing tactics in their environments
Sensitizing black adult and youth consumers to targeted food marketing tactics in their environments
Published with open access in: International Journal of Environmental Research and Public Health - Open Access Volume 14, Issue 11, November 2017, Article number 1316, Food marketing environments of Black American consumers are heavily affected by ethnically-targeted marketing of sugar sweetened beverages, fast foods, and other products that may contribute to caloric overconsumption. This qualitative study assessed Black consumers’ responses to targeted marketing. Black adults (2 mixed gender groups; total n = 30) and youth (2 gender specific groups; total n = 35) from two U.S. communities participated before and after a sensitization procedure—a critical practice used to understand social justice concerns. Pre-sensitization focus groups elicited responses to scenarios about various targeted marketing tactics. Participants were then given an informational booklet about targeted marketing to Black Americans, and all returned for the second (post-sensitization) focus group one week later. Conventional qualitative content analysis of transcripts identified several salient themes: seeing the marketer’s perspective (“it’s about demand”; “consumers choose”), respect for community (“marketers are setting us up for failure”; “making wrong assumptions”), and food environments as a social justice issue (“no one is watching the door”; “I didn’t realize”). Effects of sensitization were reflected in participants’ stated reactions to the information in the booklet, and also in the relative occurrence of marketer-oriented themes and social justice-oriented themes, respectively, less and more after sensitization. © 2017 by the authors. Licensee MDPI, Basel, Switzerland.