Abstract
The study reported in this paper shows that specific life-changing events may represent marketing opportunities for advertisers and marketers to woo customers. A life events–based segmentation model is developed, tested and compared with competing cohort- and age-based models in predicting consumer behaviour. The results suggest that the inclusion of life events in segmentation models may be a significant improvement over age- or cohort-based segmentation models.
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Mathur, A., Lee, E. & Moschis, G. Life-changing events and marketing opportunities. J Target Meas Anal Mark 14, 115–128 (2006). https://doi.org/10.1057/palgrave.jt.5740174
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DOI: https://doi.org/10.1057/palgrave.jt.5740174