TY - JOUR T1 - Can Multiple New-Product Messages Attract Different Consumer Segments? JF - Journal of Advertising Research JO - J Advert Res SP - 307 LP - 321 DO - 10.2501/JAR-2015-011 VL - 55 IS - 3 AU - Frank Alpert AU - M. Kim Saxton Y1 - 2015/09/01 UR - http://www.journalofadvertisingresearch.com/content/55/3/307.abstract N2 - A fundamental principle of marketing suggests that optimal marketing effectiveness results from designing and positioning a product specifically to attract a particular targeted market segment. But many companies want their product to appeal to more than one consumer segment at the same time. In this study, the authors investigated whether video-game marketers should leverage different messages for different target segments for the same product. They found that purchase intentions were enhanced when a segment saw its dedicated advertisement after seeing the other segment's advertisements. Further, this enhancement happened not only from internal processes but also because the advertisements interacted. ER -