IEEE - Institute of Electrical and Electronics Engineers, Inc. - Consumer Informedness and Hyperdifferentiation: An Empirical Test of the 'Trading Down' and 'Trading Out' Hypotheses

2009 42nd Hawaii International Conference on System Sciences (HICSS)

Author(s): Kauffman, R.J. ; Ting Li ; van Heck, E. ; Vervest, P.
Publisher: IEEE - Institute of Electrical and Electronics Engineers, Inc.
Publication Date: 1 January 2009
Conference Location: Waikoloa, Hawaii, USA, USA
Conference Date: 5 January 2009
Page(s): 1 - 10
ISBN (Paper): 978-0-7695-3450-3
ISSN (Paper): 1530-1605
DOI: 10.1109/HICSS.2009.130
Regular:

Consumer informedness plays a critical role in determining consumer choice. Companies now use hyperdifferentiation and resonance marketing strategies to benefit from the long-tail. We test... View More

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