#marketing #advertising
For example, one #coffee ad said, “If you like dark roast, this is the #coffee for you.” Another said, “If you don’t like dark roast, this isn’t the #coffee for you.” Most marketers assume the first version would work better. But for people who prefer dark roast, the second message outperformed it
“what really drives the effect is the perception of a stronger match between personal preference and product attributes” https://dailycoffeenews.com/2026/02/25/if-you-dont-like-dark-roast-this-isnt-the-coffee-for-you-how-exclusionary-ads-can-win-over-the-right-customers/