Get the Segmentation Basis Right and Consumers Will Divulge
Georgetown Institute for Consumer Research
Carlson, Kurt A.
Carlson, K. & Banerji, I. (2013). Get the Segmentation Basis Right and Consumers Will Divulge. Washington, DC: Georgetown University. Retrieved from http://hdl.handle.net/10822/707506.
A large majority of consumers are aware that they are being segmented for marketing purposes, and with certain caveats, are willing to share personal information critical for precise segmentation. Continue reading to learn how consumers prefer to be segmented and when they are most willing to divulge data about themselves.
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Carlson, Kurt A.; Banerji, Ishani (2013)This survey was conducted in the first week of November with the purpose of informing how consumers plan to shop on and around the Thanksgiving holiday. The key findings of the survey, including when and where consumers ...
Unrealistically Optimistic Consumers: A Selective Hypothesis Testing Account for Optimism in Predictions of Future Behavior Carlson, Kurt A.; Tanner, Robin J. (University of Chicago Press, 2009)We propose that when predicting future behavior, consumers selectively (but unwittingly) test the hypothesis that they will behave ideally. This selective hypothesis testing perspective on unrealistic optimism suggests ...