Skip to Main content Skip to Navigation
Journal articles

Identifying Consumer Heterogeneity in Unobserved Categories

Abstract : Categorization has been extensively studied in both the psychology and marketing literatures. However, very little methodological research has demonstrated the heterogeneity in consumers' unobserved category structures and activations. We propose a new latent structure procedure that simultaneously identifies the unobserved categories that consumers use and represents consumer heterogeneity via different groups of consumers who have activated different unobserved latent categories. The results of an empirical study in Sports Marketing about sports fans' perceptions of various sports illustrates how the proposed methodology can capture heterogeneity at the group level and account for a variety of different category structures.
Complete list of metadatas

https://hal-hec.archives-ouvertes.fr/hal-00629005
Contributor : Antoine Haldemann <>
Submitted on : Tuesday, October 4, 2011 - 4:32:10 PM
Last modification on : Thursday, January 11, 2018 - 6:19:31 AM

Links full text

Identifiers

Collections

Citation

Selin Atalay, Simon Blanchard, Wayne Desarbo, Nukhet Harmancioglu. Identifying Consumer Heterogeneity in Unobserved Categories. Marketing Letters, Springer Verlag, 2012, 23 (1), pp.177-194. ⟨10.1007/s11002-011-9145-2⟩. ⟨hal-00629005⟩

Share

Metrics

Record views

367