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Creative market segmentation: understanding the bugs in consumer behavior
Beedie School of Business Simon Fraser University, Vancouver.
Beedie School of Business Simon Fraser University, Vancouver.
Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, Industriell Ekonomi.ORCID-id: 0000-0001-5899-4747
2013 (engelsk)Inngår i: Journal of Public Affairs, ISSN 1472-3891, E-ISSN 1479-1854, Vol. 13, nr 2, s. 218-223Artikkel i tidsskrift (Fagfellevurdert) Published
Abstract [en]

Marketers are concerned with the factors that shape and determine consumer behavior because an understanding of this facilitates the market segmentation that is so essential to the formulation of marketing strategy. This paper discusses why certain consumers are willing to share viral content, and argues that segmenting and targeting markets is key to the shareability (and therefore virality) of marketing messages. Physiological and biological determinants of behavior are largely overlooked in market segmentation; this paper introduces readers to the latent prevalence of a long-lived and common brain parasite, Toxoplasma gondii, that explains a statistically significant portion of the variance in many behavioral and cultural variables. We introduce the academic marketing and public affairs community to this biological predictor and its potential effects on willingness to share viral content.

sted, utgiver, år, opplag, sider
2013. Vol. 13, nr 2, s. 218-223
HSV kategori
Forskningsprogram
Industriell marknadsföring
Identifikatorer
URN: urn:nbn:se:ltu:diva-9423DOI: 10.1002/pa.1477Scopus ID: 2-s2.0-84880509946Lokal ID: 80923242-a57e-4fe1-a127-0c8483013da6OAI: oai:DiVA.org:ltu-9423DiVA, id: diva2:982361
Merknad
Validerad; 2013; 20130605 (andbra)Tilgjengelig fra: 2016-09-29 Laget: 2016-09-29 Sist oppdatert: 2018-07-10bibliografisk kontrollert

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