Is This for Me? Differential Responses to Inclusivity Initiatives by Represented and Underrepresented Consumers

While inclusivity initiatives are intended to reach a diverse consumer base, Valsesia et al find underrepresented consumers respond more negatively to these initiatives than represented consumers. This adverse reaction is driven by skepticism the product will actually fit their needs. They provide an actionable tool companies can use wherein skepticism can be assuaged. By providing consumers the ability to customize (meaning that the consumer, not the company, has control over their product choice), product fit skepticism decreases.