Identifying Consumer Heterogeneity in Unobserved Categories

Marketing Letters, Volume 23, Issue 1, pp 177-194, 2012

Georgetown McDonough School of Business Research Paper No. 2796761

Posted: 19 Jun 2016

See all articles by Simon J. Blanchard

Simon J. Blanchard

Georgetown University - Robert Emmett McDonough School of Business

Wayne S. DeSarbo

Pennsylvania State University

Selin Atalay

Frankfurt School of Finance and Management

Nukhet Harmancioglu

Bilkent University

Date Written: March 1, 2012

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.

Keywords: Categorization, Latent structure analysis, Heterogeneity, Sports marketing

Suggested Citation

Blanchard, Simon J. and DeSarbo, Wayne S. and Atalay, A. Selin and Harmancioglu, Nukhet, Identifying Consumer Heterogeneity in Unobserved Categories (March 1, 2012). Marketing Letters, Volume 23, Issue 1, pp 177-194, 2012, Georgetown McDonough School of Business Research Paper No. 2796761, Available at SSRN: https://ssrn.com/abstract=2796761

Simon J. Blanchard

Georgetown University - Robert Emmett McDonough School of Business ( email )

3700 O Street, NW
Washington, DC 20057
United States

Wayne S. DeSarbo (Contact Author)

Pennsylvania State University ( email )

University Park
State College, PA 16802
United States

A. Selin Atalay

Frankfurt School of Finance and Management ( email )

Adickesallee 32-34
Frankfurt am Main, 60322
Germany
60322 (Fax)

Nukhet Harmancioglu

Bilkent University ( email )

Ankara, 06800
Turkey

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