Too close for comfort: leveraging identity-based relevance through targeted health information backfires for Black Americans.

Communicators frequently make adjustments to accommodate receivers’ characteristics. One strategy for accommodation is to enhance the relevance of communication for receivers. The current work uses information targeting—a communication strategy where information is disseminated to audiences believed to experience heightened risk for a health condition—to test whether and why targeting health information based on marginalized racial identities backfires. Online experimental findings from Black and White adults recruited via MTurk (Study 1) and Prolific Academic (Study 2) showed that Black Americans who received targeted (vs. nontargeted) health messages about HIV or flu reported decreased attention to the message and reduced trust in the message provider. White Americans did not differentially respond to targeting. Findings also demonstrated that (a) these negative consequences emerged for Black Americans due to social identity threat, and (b) these consequences predicted downstream cognitive and behavioral responses. Study 2 showed that these consequences replicated when the targeting manipulation signaled relevance directly via marginalized racial identities. Collectively, findings demonstrate that race-based targeting may lead to overaccommodation, thus precluding the expected benefits of relevance.