search query: @author Wansink, B. / total: 7
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| Author: | Wansink, B. Park, S. B. |
| Title: | Methods and Measures That Profile Heavy Users |
| Journal: | Journal of Advertising Research
2000 : JUL-AUG, VOL. 40:4, p. 61-72 |
| Index terms: | MEASUREMENT SEGMENTATION CONSUMERS |
| Language: | eng |
| Abstract: | This article shows the diagnostic shortcomings of the commonly used mean comparison method of heavy-user segmentation, and it presents a clustering method that effectively differentiates different types of heavy users from light users. Characteristics that differentiate heavy users from light users were collected from academic and commercial studies and are shown to relate to five basic lifestyle factors and six personality factors. While While providing a key starting point for studying heavy users, they also show the dominant role that personality characteristics (versus lifestyle or demographic characteristics) play in differentiating heavy users from light users. |
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