Social Criticisms of Target Marketing

Abstract

The social acceptability of targeting is largely a function of judgments about particular consumers and specific products. Targeting that involves consumers who are viewed as essentially “equal participants” in transactions is typically regarded as acceptable. Transactions involving “acceptable” or “socially desirable” products are generally evaluated as beneficial. Objections are almost certain if targeting entails “disadvantaged” or “vulnerable” consumers participating in transactions involving products such as alcohol and cigarettes. Although some members of all groups are less well equipped to navigate the marketplace, there is no empirical basis on which to characterize women and minorities as vulnerable consumers. On the contrary, consumers appreciate the various roles played by advertising and the health consequences of tobacco and alcohol consumption regardless of gender or race. Choices at variance with those prescribed by critics of tobacco or alcohol do not constitute a reasonable definition of vulnerability or a justification for further regulation.