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The individual dual needs for assimilation and distinctiveness as a segmentation mechanism: developing the concept among students
Author(s) -
KatzNavon Tal,
Timmor Yaron
Publication year - 2012
Publication title -
international journal of consumer studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 1470-6423
DOI - 10.1111/j.1470-6431.2011.01010.x
Subject(s) - optimal distinctiveness theory , assimilation (phonology) , market segmentation , dual (grammatical number) , marketing , purchasing , segmentation , advertising , business , psychology , mechanism (biology) , computer science , social psychology , artificial intelligence , linguistics , philosophy , epistemology
The present study proposes that the individual's needs for assimilation and distinctiveness serve as a valuable mechanism for consumer segmentation and suggests that augmenting the List of Values with these dual needs enriches the understanding of consumer responses to marketing strategies. Results of a study using a sample of 536 students in an Israeli university identified five segments with significantly different needs for assimilation and differentiation. These segments showed different preferences for marketing communications and distribution channels in their purchasing decision of a cell phone. Mass media and website usage influenced segments marked by high assimilation, while word of mouth influenced segments characterized by high distinctiveness. Augmenting the List of Values with dual needs based segmentation moderated students’ tendencies to favour/dislike marketing communications and distribution channels.