๐”– Bobbio Scriptorium
โœฆ   LIBER   โœฆ

Questioning the reliability of market segmentation techniques

โœ Scribed by S. Dibb; P. Stern


Book ID
113322908
Publisher
Elsevier Science
Year
1995
Tongue
English
Weight
959 KB
Volume
23
Category
Article
ISSN
0305-0483

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## Abstract A variety of psychophysiological techniques have been used in the measurement of consumer reactions to marketing stimuli since the 60s. The objectives of this paper are: (1) to present a descriptive review of the psychophysiological techniques and (2) to discuss critical concerns about