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A dynamic segmentation of U.S. women during the COVID-19 pandemic
dc.contributor.authorAckerman, Joshua M.
dc.contributor.authorBorinstein, Andrew
dc.contributor.authorKaji, Joel
dc.contributor.authorBekier, John
dc.contributor.authorWrinn, Chase
dc.contributor.authorDockendorf, Tatiana
dc.date.accessioned2023-07-14T13:57:31Z
dc.date.available2024-08-14 09:57:30en
dc.date.available2023-07-14T13:57:31Z
dc.date.issued2023-07
dc.identifier.citationAckerman, Joshua M.; Borinstein, Andrew; Kaji, Joel; Bekier, John; Wrinn, Chase; Dockendorf, Tatiana (2023). "A dynamic segmentation of U.S. women during the COVID-19 pandemic." International Journal of Consumer Studies 47(4): 1226-1240.
dc.identifier.issn1470-6423
dc.identifier.issn1470-6431
dc.identifier.urihttps://hdl.handle.net/2027.42/177274
dc.description.abstractThe coronavirus disease 2019 (COVID-19) pandemic has had a vast, but uneven, influence on consumers. Diversity in consumer reactions, and the extent to which those reactions lead to lasting preference and lifestyle changes, present challenges for implementing effective marketing strategies during a period of societal crisis. To address this, we conducted a dynamic segmentation analysis involving over 14,000 U.S. women by assessing relevant psychological, experiential, and other personal factors at multiple time points during the pandemic. This analysis identified seven unique consumer segments who varied in their current and future degree of change, and who indicated responsiveness to specific forms of brand and advertising content. This seven-segment clustering was highly stable over time, suggesting that certain segmentation approaches hold continuing value for marketers even as widespread events like pandemics evolve.
dc.publisherOxford University Press
dc.publisherWiley Periodicals, Inc.
dc.subject.otherconsumer change
dc.subject.otherpreferences
dc.subject.otherpandemic
dc.subject.otherthreat
dc.subject.othersegmentation
dc.titleA dynamic segmentation of U.S. women during the COVID-19 pandemic
dc.typeArticle
dc.rights.robotsIndexNoFollow
dc.subject.hlbsecondlevelDentistry
dc.subject.hlbtoplevelHealth Sciences
dc.description.peerreviewedPeer Reviewed
dc.description.bitstreamurlhttp://deepblue.lib.umich.edu/bitstream/2027.42/177274/1/ijcs12932.pdf
dc.description.bitstreamurlhttp://deepblue.lib.umich.edu/bitstream/2027.42/177274/2/ijcs12932_am.pdf
dc.identifier.doi10.1111/ijcs.12932
dc.identifier.sourceInternational Journal of Consumer Studies
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dc.owningcollnameInterdisciplinary and Peer-Reviewed


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