TY - JOUR T1 - How Do Human Attitudes and Values Predict Online Marketing Responsiveness? JF - Journal of Advertising Research JO - J Advert Res SP - 142 LP - 157 DO - 10.2501/JAR-2019-021 VL - 59 IS - 2 AU - Stefan Scheuffelen AU - Jan Kemper AU - Malte Brettel Y1 - 2019/06/01 UR - http://www.journalofadvertisingresearch.com/content/59/2/142.abstract N2 - This study considers online-marketing and -advertising effectiveness as well as consumer-segmentation research. Drawing from the value–attitude–behavior hierarchy, it compares different types of segmentation bases to identify which segmentation model best links to online-marketing click and order behavior plus brand-purchase behavior, and thus helps predict consumers' marketing responsiveness in the online-advertising context. Using real-life data from a German retailer plus factor and cluster analysis, the authors calculate three separate segmentation models based on human values and different attitudes. The results show that attitude-based segmentations are linked more closely to online-marketing response and brand-purchase behavior than the value-based segmentation. ER -