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    Segmenting internet users using emotions

    Christodoulides, George and Michaelidou, N. and Siamagka, N.T. (2011) Segmenting internet users using emotions. In: Bradshaw, A. and Hackley, C. and Maclaran, P. (eds.) European Advances in Consumer Research. Duluth, Minnesota, US: Association for Consumer Research, pp. 424-425. ISBN 0915552663.

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    Abstract

    Marketers have for several years dealt with consumer heterogeneity by segmenting the market to identify and address different consumer clusters. Yet, albeit the global nature of the internet, it is surprising that only a small number of studies (e.g., Barnes et al. 2007; Brengman et al. 2005; Shiu and Dawson 2002) identified their segmentation typologies using data from more than one country. In addition, whilst the role of emotions in consumer decision making is well-documented in the marketing literature (e.g., Han, Lerner and Keltner 2007; Kwortnik and Ross 2007), there is no consumer typology based on online users’ feelings. This study comes to address these gaps by collecting data from online users within four countries, namely the UK, USA, Australia and Canada to construct typologies based on consumer emotions.

    Metadata

    Item Type: Book Section
    School: Birkbeck Schools and Departments > School of Business, Economics & Informatics > Management
    Depositing User: Sarah Hall
    Date Deposited: 11 Sep 2014 08:59
    Last Modified: 11 Sep 2014 08:59
    URI: http://eprints.bbk.ac.uk/id/eprint/10491

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