Customizing persuasive messages: The value of operative measures

Research output: Contribution to journalArticleScientificpeer-review

Abstract

Purpose
This paper aims to examine whether estimates of psychological traits obtained using meta-judgmental measures (as commonly present in customer relationship management database systems) or operative measures are most useful in predicting customer behavior.

Design/methodology/approach
Using an online experiment (N = 283), the study collects meta-judgmental and operative measures of customers. Subsequently, it compares the out-of-sample prediction error of responses to persuasive messages.

Findings
The study shows that operative measures – derived directly from measures of customer behavior – are more informative than meta-judgmental measures.

Practical implications
Using interactive media, it is possible to actively elicit operative measures. This study shows that practitioners seeking to customize their marketing communication should focus on obtaining such psychographic observations.

Originality/value
While currently both meta-judgmental measures and operative measures are used for customization in interactive marketing, this study directly compares their utility for the prediction of future responses to persuasive messages.
Original languageEnglish
Pages (from-to)208-217
JournalJournal of Consumer Marketing
Volume35
Issue number2
DOIs
Publication statusPublished - 2018

Fingerprint

Customer behavior
Prediction
Out-of-sample forecasting
Psychographics
Customization
Data base
Marketing communications
Psychological
Experiment
Customer relationship management
Interactive marketing
Design methodology
Prediction error

Keywords

  • ATTRIBUTES
  • BEHAVIOR
  • COGNITIVE-STYLE
  • Consumer behaviour
  • Customization
  • E-COMMERCE
  • FORMATIVE MEASUREMENT
  • FUTURE
  • Integrated marketing communication
  • Measurement
  • NEED
  • PERSONALITY
  • Persuasive strategies
  • STABILITY
  • TRAITS

Cite this

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title = "Customizing persuasive messages: The value of operative measures",
abstract = "PurposeThis paper aims to examine whether estimates of psychological traits obtained using meta-judgmental measures (as commonly present in customer relationship management database systems) or operative measures are most useful in predicting customer behavior.Design/methodology/approachUsing an online experiment (N = 283), the study collects meta-judgmental and operative measures of customers. Subsequently, it compares the out-of-sample prediction error of responses to persuasive messages.FindingsThe study shows that operative measures – derived directly from measures of customer behavior – are more informative than meta-judgmental measures.Practical implicationsUsing interactive media, it is possible to actively elicit operative measures. This study shows that practitioners seeking to customize their marketing communication should focus on obtaining such psychographic observations.Originality/valueWhile currently both meta-judgmental measures and operative measures are used for customization in interactive marketing, this study directly compares their utility for the prediction of future responses to persuasive messages.",
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author = "M.C. Kaptein",
year = "2018",
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language = "English",
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pages = "208--217",
journal = "Journal of Consumer Marketing",
issn = "0736-3761",
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}

Customizing persuasive messages : The value of operative measures. / Kaptein, M.C.

In: Journal of Consumer Marketing, Vol. 35, No. 2, 2018, p. 208-217.

Research output: Contribution to journalArticleScientificpeer-review

TY - JOUR

T1 - Customizing persuasive messages

T2 - The value of operative measures

AU - Kaptein, M.C.

PY - 2018

Y1 - 2018

N2 - PurposeThis paper aims to examine whether estimates of psychological traits obtained using meta-judgmental measures (as commonly present in customer relationship management database systems) or operative measures are most useful in predicting customer behavior.Design/methodology/approachUsing an online experiment (N = 283), the study collects meta-judgmental and operative measures of customers. Subsequently, it compares the out-of-sample prediction error of responses to persuasive messages.FindingsThe study shows that operative measures – derived directly from measures of customer behavior – are more informative than meta-judgmental measures.Practical implicationsUsing interactive media, it is possible to actively elicit operative measures. This study shows that practitioners seeking to customize their marketing communication should focus on obtaining such psychographic observations.Originality/valueWhile currently both meta-judgmental measures and operative measures are used for customization in interactive marketing, this study directly compares their utility for the prediction of future responses to persuasive messages.

AB - PurposeThis paper aims to examine whether estimates of psychological traits obtained using meta-judgmental measures (as commonly present in customer relationship management database systems) or operative measures are most useful in predicting customer behavior.Design/methodology/approachUsing an online experiment (N = 283), the study collects meta-judgmental and operative measures of customers. Subsequently, it compares the out-of-sample prediction error of responses to persuasive messages.FindingsThe study shows that operative measures – derived directly from measures of customer behavior – are more informative than meta-judgmental measures.Practical implicationsUsing interactive media, it is possible to actively elicit operative measures. This study shows that practitioners seeking to customize their marketing communication should focus on obtaining such psychographic observations.Originality/valueWhile currently both meta-judgmental measures and operative measures are used for customization in interactive marketing, this study directly compares their utility for the prediction of future responses to persuasive messages.

KW - ATTRIBUTES

KW - BEHAVIOR

KW - COGNITIVE-STYLE

KW - Consumer behaviour

KW - Customization

KW - E-COMMERCE

KW - FORMATIVE MEASUREMENT

KW - FUTURE

KW - Integrated marketing communication

KW - Measurement

KW - NEED

KW - PERSONALITY

KW - Persuasive strategies

KW - STABILITY

KW - TRAITS

U2 - 10.1108/JCM-11-2016-1996

DO - 10.1108/JCM-11-2016-1996

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SP - 208

EP - 217

JO - Journal of Consumer Marketing

JF - Journal of Consumer Marketing

SN - 0736-3761

IS - 2

ER -