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Green Segmentation

April 21, 2011 Behavioral Science
Green Segmentation

During the past decade, environmental concern has gone from being more than just a trendy topic, to being a priority among consumers and the media. In fact, the products that most consumers buy nowadays are green products, or environment friendly products. The media has advertised ways to protect the environment, through products that aren’t harmful [...]

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Who Welcomes Behavioral Targeting?

April 7, 2011 Behavioural Targeting
Who Welcomes Behavioral Targeting?

The number of clicks on an online advertisement determines how effective it is. That is why pay-per-click is a standard procedure for pricing online ads. As such, companies strive to produce ads that would generate as many clicks from viewers as possible. This is the summary of the research by Jianqing Cheng and Jan Stallaert. [...]

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Segmenting When it Matters

March 6, 2011 Behavioral Marketing
Segmenting When it Matters

Businesses can choose between two basic paths. They can choose to create products or services that are common to every customer, or they can choose to make a market segment of one. That is, they can choose to create a firm which tends to the needs of every unique individual. This is the summary of [...]

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Rethinking Marketing

January 26, 2011 Behavioral Marketing

Mass Markets are the thing of the 60′s, and firms nowadays should no longer approach the old strategy of targeting broad market segments and using mass media to communicate its product. Firms should now take advantage of the advanced communication technologies that we have right now, which allows us to have direct interaction with customers, [...]

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Entrepreneur’s behavior

January 5, 2011 Behavioural Targeting
Entrepreneur's behavior

Researching about entrepreneurship, it has been shown that the behavior of individual entrepreneurs is very important, and should be one of it’s main focuses. This means that researchers should look for a way to “measure” the behavior of these entrepreneurs; specifically, measuring their core behavior at the start of their entrepreneurship will help scholars understand [...]

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Positioning and Pricing in a Variety Seeking Market

November 25, 2010 Behavioural Targeting
Positioning and Pricing in a Variety Seeking Market

When it comes to brand choice, consumers have different types of personalities. It has been observed that while some people prefer variety, others want to stick to the brand that they have already been using for a while. Since there are people who love variety, researchers speculate the existence of a variety seeking trait, in [...]

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The “I Designed it Myself” Effect in Mass Customization

November 18, 2010 Behavioral Marketing
The “I Designed it Myself” Effect in Mass Customization

This is the summary of an article by Nikolaus Franke, Martin Schreier, and Ulrike Kaiser, which talks about the “I designed it myself” effect towards mass customization and its contributions to the subjective value of the product customized. You can get the PDF of the behavioral targeting article here: The “I Designed it Myself” Effect [...]

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The Price Precision Effect

November 11, 2010 Behavioral Marketing
The Price Precision Effect

Whether a buyer decides to purchase something or not depends on how he or she perceives its price magnitude. This, in turn, has something to do with the roundness of a price. This is a summary of a study written by Manoj Thomas, Daniel Simon and Vrinda Kadiyali. You can get the PDF of the [...]

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When More Alternatives Lead to Less Choice

October 28, 2010 Behavioural Targeting
When More Alternatives Lead to Less Choice

This is the summary of an article written by Dmitri Kuksov and J. Miguel Villas-Boas, entitled When More Alternatives Lead to Less Choice. You can get the PDF of the behavioral targeting article here: When More Alternatives Lead to Less Choice

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A Meta-analytic Review of Choice Overload

October 21, 2010 Behavioral Marketing
A Meta-analytic Review of Choice Overload

We face a lot of choices in the market from a vast variety of domains, whether it be on the career paths we choose, to the products we take, to our travel destinations, etc. Variety is good in this aspect, but there are studies which say that sometimes variety can lead to unfavorable circumstances. This [...]

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