Journal ArticleDOI
Creating the Customer: The Influence of Advertising on Consumer Market Segments - Evidence and Ethics
Agnes Nairn,Pierre Berthon +1 more
TLDR
This article explored personality segmentation, and presented empirical evidence to support the proposition that personality metrics that are used to assign individuals to segments may, in fact, be manipulable by advertising executions themselves.Abstract:
For over half a century market segments have been considered objective groupings of individuals which marketers identify, understand, and target with advertising messages. The process of market segmentation has, therefore, occupied a position of moral neutrality. An increasingly popular method of segmentation is by consumer personality, with advertisers targeting messages to specific personality types. This paper explores personality segmentation, and presents empirical evidence to support the proposition that personality metrics that are used to assign individuals to segments may, in fact, be manipulable by advertising executions themselves. Quite apart from the implications that this has for the business efficacy of the segmentation process, the ethical implications – particularly as applied to children – are considerable.read more
Citations
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Journal ArticleDOI
Constructing Consumer Responsibility: Exploring the Role of Corporate Communications
Robert Caruana,Andrew Crane +1 more
TL;DR: In this article, the role of corporations in constructing the nature, meaning and implications of consumer responsibility is examined, using critical discourse analysis, and the findings suggest that such communications rely on strategic juxtapositions that offer a morally unconflicting concept of consumers' responsibility that is facilitative of market choice.
Journal ArticleDOI
Effective marketing communication via social networking site: The moderating role of the social tie
TL;DR: In this paper, the authors investigated what factors influence the impact of consumers sharing advertisement (peer-to-peer) on communication effectiveness, including tie strength, type of message, and advertising literacy.
Journal ArticleDOI
Les figures du nouveau consommateur: une genèse de la gouvernementalité du consommateur
Bernard Cova,Veronique Cova +1 more
TL;DR: In this paper, a realite du nouveau consommateur qu'a la construction de ce newconsommateur par les discours marketing produits par les chercheurs et les consultants.
Journal ArticleDOI
Review: Soft computing applications in customer segmentation: State-of-art review and critique
TL;DR: The critical analysis of 42 empirical studies reveals that the usage of soft computing in segmentation problem is still in its early stages and the ability of these studies to generate knowledge may not be sufficient, so it can be suggested that there is more to dig for in order to obtain more managerially interpretable and acceptable results in further studies.
Proceedings ArticleDOI
Exploiting Dining Preference for Restaurant Recommendation
TL;DR: A unified model termed as Collective Implicit Explicit Preference Model (CIEPM) is designed to combine implicit and explicit preference together for restaurant recommendation and the results reveal that the system is effective for restaurantRecommendation.
References
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Book
The Social Construction of Reality
TL;DR: Scheleris et al. as mentioned in this paper proposed a sociologijos disciplinos raida, which is a discipline for sociologists to discipline themselves in the discipline of social sciences.
Journal ArticleDOI
The Social Construction of Reality
Book
Principles of Marketing
Philip Kotler,Gary Armstrong +1 more
TL;DR: The fourth edition of the Principles of Marketing as discussed by the authors has been revised or completely changed to embrace the growth in e-commerce and recognising Europe's internationalism and the growth of globalisation, examples and cases are drawn from Europe alone, but from the US, Japan, South-East Asia and Africa.
Journal ArticleDOI
A law of comparative judgment
TL;DR: The law of comparative judgment as mentioned in this paper is applicable not only to the comparison of physical stimulus intensities but also to qualitative comparative judgments such as those of excellence of specimens in an educational scale.
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