@article {Scheuffelen142, author = {Stefan Scheuffelen and Jan Kemper and Malte Brettel}, title = {How Do Human Attitudes and Values Predict Online Marketing Responsiveness?}, volume = {59}, number = {2}, pages = {142--157}, year = {2019}, doi = {10.2501/JAR-2019-021}, publisher = {Journal of Advertising Research}, abstract = {This study considers online-marketing and -advertising effectiveness as well as consumer-segmentation research. Drawing from the value{\textendash}attitude{\textendash}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{\textquoteright} 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.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/59/2/142}, eprint = {https://www.journalofadvertisingresearch.com/content/59/2/142.full.pdf}, journal = {Journal of Advertising Research} }