RT Journal Article SR Electronic T1 Can Multiple New-Product Messages Attract Different Consumer Segments? JF Journal of Advertising Research JO J Advert Res FD WARC SP 307 OP 321 DO 10.2501/JAR-2015-011 VO 55 IS 3 A1 Frank Alpert A1 M. Kim Saxton YR 2015 UL http://www.journalofadvertisingresearch.com/content/55/3/307.abstract 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.