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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 University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.ORCID iD: 0000-0001-5899-4747
2013 (English)In: Journal of Public Affairs, ISSN 1472-3891, E-ISSN 1479-1854, Vol. 13, no 2, p. 218-223Article in journal (Refereed) 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.

Place, publisher, year, edition, pages
2013. Vol. 13, no 2, p. 218-223
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-9423DOI: 10.1002/pa.1477Scopus ID: 2-s2.0-84880509946Local ID: 80923242-a57e-4fe1-a127-0c8483013da6OAI: oai:DiVA.org:ltu-9423DiVA, id: diva2:982361
Note
Validerad; 2013; 20130605 (andbra)Available from: 2016-09-29 Created: 2016-09-29 Last updated: 2018-07-10Bibliographically approved

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Wallström, Åsa

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