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The Conversation USA

‘If you don’t like dark roast, this isn’t the coffee for you’: How exclusionary ads can win over the right customers

  • Written by Jaclyn L. Tanenbaum, Associate Teaching Professor, Florida International University

Imagine you are searching for a new mattress online and find something surprising. The retailer displays an ad featuring a “Mattress Comfort Scale” running from 1 (soft) to 10 (firm), followed by the message that if your firmness preference is at either end, this mattress is not for you. Wait … what? A retailer telling someone...

Read more: ‘If you don’t like dark roast, this isn’t the coffee for you’: How exclusionary ads can win over...

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