Identifying Consumer Heterogeneity in Unobserved Categories
Marketing Letters, Volume 23, Issue 1, pp 177-194, 2012
Posted: 19 Jun 2016
Date Written: March 1, 2012
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.
Keywords: Categorization, Latent structure analysis, Heterogeneity, Sports marketing
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