Using variety-seeking-based segmentation to study promotional response

Article Abstract:

The link between variety seeking and promotional response has been of interest to marketing researchers for quite some time. By segmenting consumers according to their variety-seeking needs, researchers have established some interesting results regarding the variation in promotional response across segments. However, the sole basis for segmentation thus far has been unidimensional (e.g., high- and low-variety seekers). This research discusses a unique way to segment consumers based not only on the usual extent (or mean) of variety seeking but also on the intensity (or consistency) of variety-seeking behavior, a new segmentation criterion. The authors conduct an empirical study to test the two-dimensional segmentation scheme and investigate differences in response to a variety of promotions across the segments. The inclusion of the intensity aspect of variety seeking as an additional basis for segmentation has a significant impact on promotional response and offers substantially richer managerial interpretation. (Reprinted by permission of the publisher.)

Market segmentation, Sales promotions

---

Relationships between family communication and consumer activities of adolescents: an exploratory study

Article Abstract:

This study uses a multitrait, multi-informant approach to examine the relationships between family communication and adolescent involvement inc consumer activity using two measures of family communication, one that measures the general quality of communication between parents and adolescents, and another that measures the frequency of consumption-specific communication between parents and adolescents. In addition, the perceptions of mothers, fathers, and adolescents are used in the analysis. Findings show that the two communication constructs are conceptually distinct. Positive relationships between the communication constructs and adolescents' consumer activities are found; however, the presence of significant relationships depends on which individual family members' or family member dyads' perceptions are used in the analysis. On the basis of the findings, several suggestions for future research are discussed. (Reprinted by permission of the publisher.)

Interpersonal communication, Parent and child, Parent-child relations, Teenage consumers

---

Similar abstracts:

• Abstracts: Using a family of measures to assess organizational performance. Competing based on the customer's hierarchy of needs
• Abstracts: Using a family of measures to assess organizational performance. part 2 How to strengthen your leadership mettle
• Abstracts: The compensation lottery. National Westminster
• Abstracts: Losing faith in crystal balls. The presuppositions of Gordon Brown
• Abstracts: Hedge funds, highly leveraged investment strategies and financial markets. Venture capital in OECD countries

This website is not affiliated with document authors or copyright owners. This page is provided for informational purposes only. Unintentional errors are possible.