RT Journal Article
SR Electronic
T1 How Do Human Attitudes and Values Predict Online Marketing Responsiveness?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 142
OP 157
DO 10.2501/JAR-2019-021
VO 59
IS 2
A1 Scheuffelen, Stefan
A1 Kemper, Jan
A1 Brettel, Malte
YR 2019
UL http://www.journalofadvertisingresearch.com/content/59/2/142.abstract
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.