PT - JOURNAL ARTICLE AU - Stefan Scheuffelen AU - Jan Kemper AU - Malte Brettel TI - How Do Human Attitudes and Values Predict Online Marketing Responsiveness? AID - 10.2501/JAR-2019-021 DP - 2019 Jun 01 TA - Journal of Advertising Research PG - 142--157 VI - 59 IP - 2 4099 - http://www.journalofadvertisingresearch.com/content/59/2/142.short 4100 - http://www.journalofadvertisingresearch.com/content/59/2/142.full SO - J Advert Res2019 Jun 01; 59 AB - 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.