> If people are encouraged to adhere to a limited number of affiliations and be firm in that group identity, then doesn’t that make it easier for advertisers to

> If people are encouraged to adhere to a limited number of affiliations and be firm in that group identity, then doesn’t that make it easier for advertisers to target them? I think so. If I sell motorcycles and I only have enough budget to show ads to one cohort and have two options: A) a person who likes motorcycles but has no / very few friends who like motorcycles (presumably a diverse group) B) a person who likes motorcycles and all their friends like motorcycles (a firm group identity) I'm picking group B. If I'm successful in selling them a motorcycle, it's free advertising to many more eligible buyers. Plus, even if I'm not there's a chance they might talk about my ad if it's memorable enough and spread via word of mouth.