PT  - JOURNAL ARTICLE
AU  - Yeqing Bao
AU  - Alan T. Shao
TI  - Nonconformity Advertising to Teens
AID  - 10.2501/JAR-42-3-56-65
DP  - 2002 May 01
TA  - Journal of Advertising Research
PG  - 56--65
VI  - 42
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/42/3/56.short
4100  - http://www.journalofadvertisingresearch.com/content/42/3/56.full
SO  - J Advert Res2002 May 01; 42
AB  - 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.