IDEAS home Printed from https://ideas.repec.org/a/spr/sjobre/v68y2016i3d10.1007_s41471-016-0015-8.html
   My bibliography  Save this article

Persönlichkeitsmerkmale als Segmentierungsvariablen: Eine empirische Studie
[Personality traits for market segmentation: An empirical study]

Author

Listed:
  • Friederike Paetz

    (TU Clausthal)

Abstract

Zusammenfassung Klassischen Segmentierungsvariablen wie Demografie oder Psychografie wird häufig die Fähigkeit Präferenzheterogenität widerzuspiegeln abgesprochen. Daher werden zunehmend Conjoint-basierte Segmentierungsverfahren eingesetzt, die Personen präferenzbasiert klassifizieren. Im Rahmen der psychografischen Segmentierung wurden mit Wertevorstellungen und Lifestyle bisher jedoch nur zwei Variablentypen tiefergehend untersucht. Persönlichkeitsmerkmale wurden hingegen kaum betrachtet. Dieser Beitrag zeigt anhand einer empirischen Studie, dass Persönlichkeitsmerkmale, die über das Five-Factor Modell operationalisiert werden, sehr wohl ein diskriminatorisches Potential aufweisen. Dies differenziert die pauschale Aussage der Nicht-Eignung psychografischer Variablen zur Segmentierung.

Suggested Citation

  • Friederike Paetz, 2016. "Persönlichkeitsmerkmale als Segmentierungsvariablen: Eine empirische Studie [Personality traits for market segmentation: An empirical study]," Schmalenbach Journal of Business Research, Springer, vol. 68(3), pages 279-306, August.
    • Handle: RePEc:spr:sjobre:v:68:y:2016:i:3:d:10.1007_s41471-016-0015-8
    DOI: 10.1007/s41471-016-0015-8
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s41471-016-0015-8
    File Function: Abstract
    Download Restriction: no
    File URL: https://libkey.io/10.1007/s41471-016-0015-8?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Green, Paul E., 1977. "A new approach to market segmentation," Business Horizons, Elsevier, vol. 20(1), pages 61-73, February.
    2. Hamparsum Bozdogan, 1987. "Model selection and Akaike's Information Criterion (AIC): The general theory and its analytical extensions," Psychometrika, Springer;The Psychometric Society, vol. 52(3), pages 345-370, September.
    3. Kahle, Lynn R & Beatty, Sharon E & Homer, Pamela, 1986. "Alternative Measurement Approaches to Consumer Values: The List of Values (LOV) and Values and Life Style (VALS)," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(3), pages 405-409, December.
    4. Train,Kenneth E., 2009. "Discrete Choice Methods with Simulation," Cambridge Books, Cambridge University Press, number 9780521747387, September.
    5. Peter Newton & Denny Meyer, 2013. "Exploring the Attitudes-Action Gap in Household Resource Consumption: Does “Environmental Lifestyle” Segmentation Align with Consumer Behaviour?," Sustainability, MDPI, vol. 5(3), pages 1-23, March.
    6. Camarena-Gomez, Dena M. & Sanjuan, Ana Isabel, 2009. "The influence of psychographic variables on consumer preferences. The case of ethnic food in Spain," 113th Seminar, September 3-6, 2009, Chania, Crete, Greece 57991, European Association of Agricultural Economists.
    7. Franklin B. Evans, 1959. "Psychological and Objective Factors in The Prediction of Brand Choice Ford Versus Chevrolet," The Journal of Business, University of Chicago Press, vol. 32, pages 340-340.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Friederike Paetz, 2021. "Personality traits as drivers of social preferences: a mixed logit model application," Journal of Business Economics, Springer, vol. 91(3), pages 303-332, April.
    2. Richartz, P. Christoph & Abdulai, Awudu & Kornher, Lukas, 2020. "Attribute Non Attendance and Consumer Preferences for Online Food Products in Germany," German Journal of Agricultural Economics, Humboldt-Universitaet zu Berlin, Department for Agricultural Economics, vol. 69(1), March.
    3. Rocchi, L. & Cortina, C. & Paolotti, L. & Massei, G. & Fagioli, F.F. & Antegiovanni, P. & Boggia, A., 2019. "Provision of ecosystem services from the management of Natura 2000 sites in Umbria (Italy): Comparing the costs and benefits, using choice experiment," Land Use Policy, Elsevier, vol. 81(C), pages 13-20.
    4. Lea Nicita & W. Douglass Shaw & Giovanni Signorello, 2018. "Valuing the Benefits of Rock Climbing and the Welfare Gains from Decreasing Injury Risk," Risk Analysis, John Wiley & Sons, vol. 38(11), pages 2258-2274, November.
    5. Kim, Sung Hoo & Mokhtarian, Patricia L., 2018. "Taste heterogeneity as an alternative form of endogeneity bias: Investigating the attitude-moderated effects of built environment and socio-demographics on vehicle ownership using latent class modelin," Transportation Research Part A: Policy and Practice, Elsevier, vol. 116(C), pages 130-150.
    6. Dimitris Bertsimas & Velibor V. Mišić, 2017. "Robust Product Line Design," Operations Research, INFORMS, vol. 65(1), pages 19-37, February.
    7. Novikova, Anastasija & Rocchi, Lucia & Vitunskienė, Vlada, 2017. "Assessing the benefit of the agroecosystem services: Lithuanian preferences using a latent class approach," Land Use Policy, Elsevier, vol. 68(C), pages 277-286.
    8. Venus, Terese E. & Sauer, Johannes, 2022. "Certainty pays off: The public's value of environmental monitoring," Ecological Economics, Elsevier, vol. 191(C).
    9. Franceschinis, Cristiano & Thiene, Mara & Scarpa, Riccardo & Rose, John & Moretto, Michele & Cavalli, Raffaele, 2017. "Adoption of renewable heating systems: An empirical test of the diffusion of innovation theory," Energy, Elsevier, vol. 125(C), pages 313-326.
    10. Daliana Luca & Hato Schmeiser & Florian Schreiber, 2023. "Investment guarantees in financial products: an analysis of consumer preferences," The Geneva Papers on Risk and Insurance - Issues and Practice, Palgrave Macmillan;The Geneva Association, vol. 48(4), pages 906-940, October.
    11. Wali, Behram & Santi, Paolo & Ratti, Carlo, 2023. "Are californians willing to use shared automated vehicles (SAV) & renounce existing vehicles? An empirical analysis of factors determining SAV use & household vehicle ownership," Technological Forecasting and Social Change, Elsevier, vol. 195(C).
    12. Rivas Palma, Rosa Maria & Manley, Bruce & Kerr, Geoffrey N., 2012. "Environmental and Social Values from Plantation Forests: A Study in New Zealand with Focus on the Hawke’s Bay Region," 2009 Conference, August 27-28, 2009, Nelson, New Zealand 136074, New Zealand Agricultural and Resource Economics Society.
    13. Dimitris Bertsimas & Velibor V. Mišić, 2017. "Robust Product Line Design," Operations Research, INFORMS, vol. 65(1), pages 19-37, February.
    14. Sjöberg, Lennart & Engelberg, Elisabeth, 2005. "Lifestyles and consumer behavior," SSE/EFI Working Paper Series in Business Administration 2005:5, Stockholm School of Economics.
    15. Bondemark, Anders & Andersson, Henrik & Brundell-Freij, Karin, 2022. "Public preferences for distribution in the context of transport investments," Transportation Research Part A: Policy and Practice, Elsevier, vol. 157(C), pages 160-184.
    16. William Breffle & Edward Morey & Jennifer Thacher, 2011. "A Joint Latent-Class Model: Combining Likert-Scale Preference Statements With Choice Data to Harvest Preference Heterogeneity," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 50(1), pages 83-110, September.
    17. Meldrum, James R., 2015. "Comparing different attitude statements in latent class models of stated preferences for managing an invasive forest pathogen," Ecological Economics, Elsevier, vol. 120(C), pages 13-22.
    18. Lucia Rocchi & Anastasija Novikova & Bernardas Vaznonis, 2022. "Assessing Consumer Preferences and Willingness to Pay for Agricultural Landscape Attributes in Lithuania," Land, MDPI, vol. 11(10), pages 1-15, September.
    19. Rocchi, L. & Campioni, R. & Brunori, A. & Mariano, E., 2023. "Environmental certification of woody charcoal: A choice experiments application," Forest Policy and Economics, Elsevier, vol. 154(C).
    20. Zhifeng Gao & Ted C. Schroeder, 2009. "Consumer responses to new food quality information: are some consumers more sensitive than others?," Agricultural Economics, International Association of Agricultural Economists, vol. 40(3), pages 339-346, May.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sjobre:v:68:y:2016:i:3:d:10.1007_s41471-016-0015-8. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.