RT Journal Article
SR Electronic
T1 Nonconformity Advertising to Teens
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 56
OP 65
DO 10.2501/JAR-42-3-56-65
VO 42
IS 3
A1 Yeqing Bao
A1 Alan T. Shao
YR 2002
UL http://www.journalofadvertisingresearch.com/content/42/3/56.abstract
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.