Details

Autor(en) / Beteiligte

• Hirschman, Elizabeth C

Titel

Communal and associational social structures: Their underlying behavioral components and implications for marketing

Ist Teil von

• Journal of the Academy of Marketing Science, 1979-07, Vol.7 (3), p.192-213

Ort / Verlag

Greenwich, Conn., etc: JAI Press, etc

Erscheinungsjahr

1979

Link zum Volltext

Quelle

Business Source Ultimate

Beschreibungen/Notizen

• Sociologists have often utilized the concepts of communal and associational social structures as bipolar ideal types for describing and interpreting behavioral patterns. An empirical examination was made of such conceptualization, with investigations as to behavioral components. The results provided support for the position that the concepts of communal and associational social structure may be operational and applied to existing communities.Some implications of the findings seemed to have relevance for marketing. First, the results of segmentation analyses made in a single market or structurally similar markets may not be valid in markets with dissimilar social structures. Second, where standardized pragmatic applications are wanted or necessary, market segmentation analyses may be most stable if they are structured around socioeconomic characteristics. Third, further research in the area of social structure influence on consumption behavior seems justified and required.