Proposes and tests a new approach for developing message themes and segmenting markets, termed the message development through personality segmentation – MDPS. This new tool, based on Mowen’s 3M model of motivation and personality, is used to identify a network of key personality traits that may be used as segmentation and message development variables. The approach addresses several criticisms that have been leveled against personality research in marketing. The approach includes four distinct steps that managers can follow to create message themes and segment markets based on motivational networks of personality traits. Provides an empirical example that tests the process in an automotive industry context.
Mowen, J. and Harris, E. (2003), "The MDPS method of message theme development: a new tool for managers", Journal of Consumer Marketing, Vol. 20 No. 5, pp. 428-445. https://doi.org/10.1108/07363760310489661Download as .RIS
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