PT - JOURNAL ARTICLE AU - Frank Alpert AU - M. Kim Saxton TI - Can Multiple New-Product Messages Attract Different Consumer Segments? AID - 10.2501/JAR-2015-011 DP - 2015 Sep 01 TA - Journal of Advertising Research PG - 307--321 VI - 55 IP - 3 4099 - http://www.journalofadvertisingresearch.com/content/55/3/307.short 4100 - http://www.journalofadvertisingresearch.com/content/55/3/307.full SO - J Advert Res2015 Sep 01; 55 AB - 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.