Abstract:
This paper introduces and reviews the concept of consumer cognitive styles as a new basis for segmenting markets. Using empirical data from members of the National Family Opinion Mail Panel, the authors show that consumers varying in cognitive differentiation and tolerance of ambiguity exhibit marked differences in their life styles i.e. in their interests, attitudes, opinions as well as media habits and preferred activities. These findings have significant implications for theoretical and applied research on consumer behavioural and cognitive differences.
Research Papers
Cognitive styles (French)
Catalogue: ESOMAR Congress 1980: Taking Stock
Authors: Christian Pinson, Naresh K. Malhotra, Arun K. Jain
 
September 1, 1980
Research Papers
Computer assisted decision making
Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Authors: Robert De Hoog, Alfred E. Bronner
 
June 15, 1984
Research Papers
Developments in the measurement of readership accumulation
Catalogue: ESOMAR/ARF WAM Conference 2004: Print
Authors: Julian Baim, Alan Higgs
 
June 15, 2004
