A new approach to target segmentation: Media-usage segmentation in the multi-media environment

Heo, Jaekyeong; Cho, Chang-Hoan

doi:10.1057/jt.2009.12

Cited by 12 publications

(7 citation statements)

References 35 publications

(32 reference statements)

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“…This requires high verbal content and quality claims, detailed information about product benefits, a longer processing time, lower frequency of impact, and generally less visual content and color (Rossiter and Percy 1997). • Print media are the most appropriate, especially magazine and insert for providing visual content, quality, color and processing time (Cannon 2001;Heo and Cho 2009).…”

Section: Product Characteristics and Media Selectionmentioning

confidence: 99%

A Longitudinal Cross-product Analysis of Media-budget Allocations: How Economic and Technological Disruptions Affected Media Choices across Industries

Barrio‐García

Kamakura

Martínez

2019

Journal of Interactive Marketing

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The advertising literature and communications literature offer many (sometimes conflicting) media recommendations for the different types of products and services. We attempt to consolidate these media recommendations into a unifying theory-based framework, and utilize longitudinal media-budget data for 143 products/services in a major media market (Spain) to verify whether advertisers have conformed to the prescriptions derived from this framework. We also use this long cross-product history of media-budget allocations to study how advertisers reacted to economic (the Great Recession of 2008) and technological (the emergence of the Internet as an advertising medium) shifts in their media allocations.

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Section: Product Characteristics and Media Selectionmentioning

confidence: 99%

A Longitudinal Cross-product Analysis of Media-budget Allocations: How Economic and Technological Disruptions Affected Media Choices across Industries

Barrio‐García

Kamakura

Martínez

2019

Journal of Interactive Marketing

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“…Preferences for the mode of information presentation might vary across individuals. For example, previous research has shown a distinction between people who prefer to read online information, and more audiovisual‐oriented people who prefer watching videos (Heo & Cho, ). In addition, people may differ in their learning preferences for new information, ranging from watching and listening, to doing and thinking (Karakaya, Ainscough, & Chopoorian, ; Truluck & Courtenay, ).…”

Section: Tailoring the Mode Of Information Presentationmentioning

confidence: 99%

Tailoring the Mode of Information Presentation: Effects on Younger and Older Adults' Attention and Recall of Online Information

et al. 2016

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Previous studies have mainly focused on tailoring message content to match individual characteristics and preferences. This study investigates the effect of a website tailored to individual preferences for the mode of information presentation, compared to 4 nontailored websites on younger and older adults' attention and recall of information, employing a 5 (condition: tailored vs. text, text with illustrations, audiovisual, combination) × 2 (age:younger vs. older [≥65] adults) design (N = 559). The mode-tailored condition (relative to nontailored conditions) improved attention to the website and, consequently, recall in older adults, but not in younger adults. Younger adults recalled more from nontailored information such as text only or text with illustrations, relative to tailored information.Keywords: Modality, Tailoring, Mode of Presentation, Older Adults, Aging, Attention, Processing, Memory, Information Recall, Multimodal Information. doi:10.1111/hcre.12097 Until now, online tailoring studies have mainly focused on adjusting the content of a message to match recipients' individual characteristics (e.g., demographics) and preferences (e.g., relevant topics). Tailoring, or providing information that is relevant to one unique person and their situation, is proposed to be more effective than generic and static information (Rimer & Kreuter, 2006). Although content tailoring (Rimer & Kreuter, 2006) has led to positive results, for example, in the health domain, the effect sizes have been small (Noar, Benac, & Harris, 2007). Therefore, novel tailoring strategies are strongly encouraged as a way to increase message effectiveness (Smit, Linn, & Van Weert, 2015).Corresponding author: Minh Hao Nguyen; e-mail: m.h.nguyen@uva.nl This article was accepted for publication under the editorship of Dr. John Courtright. Mode-Tailored Online InformationOne way to move beyond content tailoring is to tailor online information to individual preferences for the modality (i.e., mode) of information presentation . In this study, we refer to "mode tailoring" as adjusting information to match individual preferences for presentation modality, using verbal (text), visual (static illustrations), and/or audiovisual (videos) information (Mayer, 2001). Mode tailoring is important, as the way in which message content is processed and remembered very much depends on how this information is being delivered (Kreuter, Oswald, Bull, & Clark, 2000;Ritterband, Thorndike, Cox, Kovatchev, & Gonder-Frederick, 2009). The ability to correctly remember and reproduce information is often referred to as recall of information (Jansen et al., 2008;Lang, 2000). Subsequently, this study empirically tests the effect of exposure to a website that can be tailored to individual preferences for the mode of information presentation on attention and recall of information.Mode tailoring may be especially relevant for target groups that may have difficulties processing and remembering online information, such as older adults. Older adults represent the most ra...

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“…One assumption supporting the use of mode tailoring is that the way in which information is being delivered may affect how information is evaluated, processed, and remembered (Kreuter, 2000;Lang, 2006). The literature shows that individuals vary in their information mode preferences (e.g., textual vs. audiovisual online information), processing styles (e.g., verbal vs. visual learners), and cognitive motivations (e.g., low vs. high need for cognition; Bakker, 1999;Heo & Cho, 2009;Mayer & Massa, 2003). Moreover, recent studies examining different mode tailoring strategiesbased on preference for charts and graphs versus illustrated visuals, and textual versus (audio)visual informationhave shown favorable cognitive, evaluative and behavioral outcomes (Jensen, King, Carcioppolo, & Davis, 2012;Linn, Alblas, Van Weert, & Bol, 2015;Nguyen, Smets, Bol, Loos, & Van Weert, 2018;Nguyen et al, 2017).…”

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confidence: 99%

Perceived Active Control over Online Health Information: Underlying Mechanisms of Mode Tailoring Effects on Website Attitude and Information Recall

Nguyen

Bol

Lustria

2020

Journal of Health Communication

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Previous tailoring research has traditionally studied effects of system-initiated message content to match individual characteristics. Recently scholars have explored how tailoring health information to individual modality preferences and processing styles can increase message effectiveness. Using a web-based experiment among a representative sample of Internet users (N = 392; 25-86 years), this study investigated the underlying mechanisms that might explain the effects of mode tailoring on website attitudes and recall of online health information. Results from structural equation modeling showed that mode tailoringenabling users to self-customize a health website's presentation mode (via textual, visual, audiovisual information)increased users' perceived active control, which in turn contributed to higher perceived relevance and website engagement, and reduced cognitive load. Positive indirect effects of mode tailoring (vs. no tailoring) through these mechanisms were found for both website attitude and information recall. The findings suggest that perceived active control is the key driver of mode tailoring effects. Mode tailoring can be a promising and novel strategy to maximize the effectiveness of tailored health communications. The authors discuss the implications for theory and design of digital health information.

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A new approach to target segmentation: Media-usage segmentation in the multi-media environment

Cited by 12 publications

References 35 publications

A Longitudinal Cross-product Analysis of Media-budget Allocations: How Economic and Technological Disruptions Affected Media Choices across Industries

A Longitudinal Cross-product Analysis of Media-budget Allocations: How Economic and Technological Disruptions Affected Media Choices across Industries

Tailoring the Mode of Information Presentation: Effects on Younger and Older Adults' Attention and Recall of Online Information

Perceived Active Control over Online Health Information: Underlying Mechanisms of Mode Tailoring Effects on Website Attitude and Information Recall

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