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How Do Human Attitudes and Values Predict Online Marketing Responsiveness?

Comparing Consumer Segmentation Bases Toward Brand Purchase and Marketing Response

Stefan Scheuffelen, Jan Kemper, Malte Brettel
DOI: 10.2501/JAR-2019-021 Published 1 June 2019
Stefan Scheuffelen
RWTH Aachen University,
  • Find this author on Google Scholar
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  • For correspondence: scheuffelen@time.rwth-aachen.de
Jan Kemper
RWTH Aachen University,
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  • For correspondence: kemper@win.rwth-aachen.de
Malte Brettel
RWTH Aachen University,
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  • For correspondence: brettel@time.rwth-aachen.de
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ABSTRACT

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.

  • Received January 2, 2018.
  • Received (in revised form) May 18, 2018.
  • Accepted August 9, 2018.
  • Copyright© 2019 ARF. All rights reserved.
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Vol 59 Issue 2

Journal of Advertising Research: 59 (2)
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How Do Human Attitudes and Values Predict Online Marketing Responsiveness?
Stefan Scheuffelen, Jan Kemper, Malte Brettel
Journal of Advertising Research Jun 2019, 59 (2) 142-157; DOI: 10.2501/JAR-2019-021

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How Do Human Attitudes and Values Predict Online Marketing Responsiveness?
Stefan Scheuffelen, Jan Kemper, Malte Brettel
Journal of Advertising Research Jun 2019, 59 (2) 142-157; DOI: 10.2501/JAR-2019-021
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