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

By Jaclyn L. Tanenbaum, Associate Teaching Professor, Florida International University
Karen Anne Wallach, Assistant Professor of Marketing, University of Alabama in Huntsville

By openly saying, ‘This isn’t for you,’ brands signal focus and specificity. That helps the right customers feel a stronger connection.

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