With calculators targeted to women and laundry products aimed at men, examples of identity-based labeling—or “identity appeals”—abound in advertising and marketing. Five studies show when and why such identity appeals backfire. Identity appeals may fail equally whether they evoke negative or just milder stereotypes.
from HBS Working Knowledge https://ift.tt/2NMMCxP
Friday, March 8, 2019
Calculators for Women: When Identity Appeals Provoke Backlash
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