TY - JOUR T1 - Nonconformity Advertising to Teens JF - Journal of Advertising Research JO - J Advert Res SP - 56 LP - 65 DO - 10.2501/JAR-42-3-56-65 VL - 42 IS - 3 AU - Yeqing Bao AU - Alan T. Shao Y1 - 2002/05/01 UR - http://www.journalofadvertisingresearch.com/content/42/3/56.abstract N2 - Nonconformity advertising delineates consumers' characteristic of nonconformity and stresses that even those consumers with a strong need for nonconformity favor the focal brand. Given that today's teens strive to be exclusive and unique, it is proposed that campaigns applying Reeve's Unique Selling Proposition through nonconformity advertising would be effective in targeting the teenage market. Both a field and a laboratory study were conducted to track the influence of nonconformity advertising on adolescents' perception of Cheerwine, a soft drink introduced to a new market region. Results showed that the campaign enticed more favorable brand perceptions and greatly increased product trial, supporting that Unique Selling Proposition could be an effective advertising strategy toward teens if the right benefit is implied. ER -