Interactions in Psychographics Segmentation: Implications for Advertising
研究发现，基于价值观的心理画像细分中，不同细分群体之间存在交互作用，针对某一群体的广告策略可能对其他群体产生负面影响，这对广告投放有重要启示。
Abstract Psychographic segmentation by values typically results in conclusions based on statistical associations between segment membership and marketing variables (such as brand preference, product purchase, product ownership, etc.). However, because these segments are never genuinely discrete with respect to the value orientations which distinguish each of them from the other segments, the overlap may pose problems for interpretation. Specifically, there may be interactions between value orientations, segment membership, and one or more of the marketing variables. If so, the use of specific value orientations to reinforce the advertising directed at one segment could simultaneously have a negative impact on another segment. This paper presents evidence of this type of interaction within the data of an actual segmentation study.