An Alternative Method for Measuring Value-Based Segmentation and Advertisement Positioning

Patricia F. Kennedy · Roger J. Best · Lynn R. Kahle

22 citations0/0 files storedCurrent Issues and Research in Advertising

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

Abstract This study examines the use of values in market segmentation and the relationship between consumer value structures and consumer preferences for three different ad-product positionings, each designed to appeal to people with different value structures. The results demonstrate the potential benefit of utilizing consumer values in developing ad-product positioning to enhance ad appeal among target market consumers.

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1973The nature of human values 1978Conjoint Analysis in Consumer Research: Issues and Outlook 2003The pervasive effects of family on entrepreneurship: toward a family embeddedness perspective 1964Simultaneous conjoint measurement: A new type of fundamental measurement 1982A Means-End Chain Model Based on Consumer Categorization Processes 1988A structural equation test of the value-attitude-behavior hierarchy.1982A Means-End Chain Model Based on Consumer Categorization Processes 1980A theory of reasoned action: some applications and implications.

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