Publication:
Identifying consumer heterogeneity in unobserved categories

dc.contributor.coauthorBlanchard, Simon J.
dc.contributor.coauthorDeSarbo, Wayne S.
dc.contributor.coauthorAtalay, A. Selin
dc.contributor.departmentDepartment of Business Administration
dc.contributor.kuauthorHarmancıoğlu, Nükhet
dc.contributor.schoolcollegeinstituteCollege of Administrative Sciences and Economics
dc.date.accessioned2024-11-09T23:37:15Z
dc.date.issued2012
dc.description.abstractCategorization 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.
dc.description.indexedbyWOS
dc.description.indexedbyScopus
dc.description.issue1
dc.description.openaccessNO
dc.description.publisherscopeInternational
dc.description.sponsoredbyTubitakEuN/A
dc.description.volume23
dc.identifier.doi10.1007/s11002-011-9145-2
dc.identifier.issn0923-0645
dc.identifier.quartileQ2
dc.identifier.scopus2-s2.0-84857632554
dc.identifier.urihttps://doi.org/10.1007/s11002-011-9145-2
dc.identifier.urihttps://hdl.handle.net/20.500.14288/12780
dc.identifier.wos304324500012
dc.keywordsCategorization
dc.keywordsLatent structure analysis
dc.keywordsHeterogeneity
dc.keywordsSports marketing
dc.keywordsProduct categorization
dc.keywordsProximity data
dc.keywordsSimilarity
dc.keywordsModel
dc.keywordsJudgments
dc.keywordsKnowledge
dc.keywordsBrand
dc.keywordsClassification
dc.keywordsDeterminants
dc.keywordsStrategies
dc.keywordsInference
dc.keywordsFeatures
dc.language.isoeng
dc.publisherSpringer
dc.relation.ispartofMarketing Letters
dc.subjectBusiness
dc.titleIdentifying consumer heterogeneity in unobserved categories
dc.typeJournal Article
dspace.entity.typePublication
local.contributor.kuauthorHarmancıoğlu, Nükhet
local.publication.orgunit1College of Administrative Sciences and Economics
local.publication.orgunit2Department of Business Administration
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