Targeting Couples—Are Dyad Exposures Greater Than One Plus One?

Can advertising to couples unlock more powerful effects than targeting individuals alone? In this episode, Dr. Yueyue Zhang and Dr. Furong Wang (Xiamen University) discuss their Journal of Advertising Research article, “Targeting Couples: Are Dyad Exposures Greater Than One Plus One? Shared Information and Joint Decision-Making Effects in Advertising.”

 The authors reveal how shared exposure to an ad by couples enhances persuasion - not just by doubling reach, but by triggering richer interpersonal communication and joint decision-making processes. They explain why these "dyadic effects" matter for brands targeting products that couples tend to buy together, and why advertisers should think differently about media planning and message design for shared audiences. Yueyue and Furong also talk about how their findings can be extended to other close relationships, and what advertisers need to consider when trying to amplify purchase intent through shared experiences.

Read the full paper here: 

https://www.tandfonline.com/doi/full/10.1080/00218499.2025.2464290

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