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Identifying Consumer Heterogeneity in Unobserved Categories

Author

Listed:
  • Selin Atalay

    (GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique)

  • Simon J. Blanchard
  • Wayne S. Desarbo
  • Nukhet Harmancioglu

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.

Suggested Citation

  • Selin Atalay & Simon J. Blanchard & Wayne S. Desarbo & Nukhet Harmancioglu, 2012. "Identifying Consumer Heterogeneity in Unobserved Categories," Post-Print hal-00629005, HAL.
    • Handle: RePEc:hal:journl:hal-00629005
    DOI: 10.1007/s11002-011-9145-2
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    Cited by:

    1. Saboo, Alok R. & Kumar, V. & Ramani, Girish, 2016. "Evaluating the impact of social media activities on human brand sales," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 524-541.
    2. Simon Blanchard & Wayne DeSarbo, 2013. "A New Zero-Inflated Negative Binomial Methodology for Latent Category Identification," Psychometrika, Springer;The Psychometric Society, vol. 78(2), pages 322-340, April.
    3. Santi, Éverton & Aloise, Daniel & Blanchard, Simon J., 2016. "A model for clustering data from heterogeneous dissimilarities," European Journal of Operational Research, Elsevier, vol. 253(3), pages 659-672.
    4. Gabriele Pizzi & Gian Luca Marzocchi, 2020. "Consumer-defined assortments: application of card-sorting to category management," Italian Journal of Marketing, Springer, vol. 2020(1), pages 67-84, March.
    5. Simon Blanchard & Daniel Aloise & Wayne DeSarbo, 2012. "The Heterogeneous P-Median Problem for Categorization Based Clustering," Psychometrika, Springer;The Psychometric Society, vol. 77(4), pages 741-762, October.

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