Decision-Ade: An Innovative Process for Segmenting U.S. Homeowners by Utility-Bill Botheredness and Budget Constraints

Cantrell, Randall A.; Sewell, Charles B.

doi:10.1061/(asce)ae.1943-5568.0000176

Cited by 5 publications

(6 citation statements)

References 19 publications

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“…Decision-Ade™ (Cantrell & Sewell, 2015), a discriminant analysis segmentation strategy, groups respondents based on UBB and HBCs. UBB provides a means for gauging respondents' range of botheredness to utility bills, and HBCs provide a comparative means to respondents' self-reported household income, which is an incomplete variable because respondents typically are not asked to respond to a complementary variable identifying their household expenses.…”

Section: Decision-ade™mentioning

confidence: 99%

“…Because UBB and HBCs display the exact same linear pattern, and through the use of Tukey's HSD Test, respondents answering the UBB and HBC statements are assigned to their respective segment with 99% accuracy (α = .01) in repeated, random sampling (Cantrell & Sewell, 2015). Thus, the benefit of using the Decision-Ade™ segmentation strategy and including its six questions in this study's survey is that although this study is not based strictly on a random sampling strategy (and thus not necessarily generalizable), if individuals outside of this study -who happen to have extremely similar demographic characteristics to those individuals comprising this study -respond to the six Decision-Ade™ questions, then they too can be assigned to their correct segment, and the implications regarding behavior change associated with those segment assignments should likely apply.…”

Section: Hbcsmentioning

confidence: 99%

“…(3) the psychology of behavior change; and (4) emotional-response modeling (Cantrell & Sewell, 2015). Further, the level of UBB is not strictly correlated with household income.…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Segmenting Florida residential irrigation users by utility-bill “botheredness” and household budgetary constraints

Cantrell

Warner

Lamm

et al. 2016

Housing and Society

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Homeowners typically and incorrectly exclude irrigation costs when considering utility bills. This research identified residents who are: responsible for operating irrigation systems, and highly bothered by their utility bill; the rationale is they will be most receptive to behavior change. Decision-Ade™, a segmentation strategy based on two multi-item variables: utility-bill "botheredness" (UBB) and household budgetary constraints (HBCs), was used to explore three UBB Segments. Average monthly water bills were analyzed for each respondent in the highest UBB Segment (the Bothereds), and Decision-Ade™ was used to segment along the HBC dimension, verifying that the Bothereds were not most bothered strictly because they are most financially constrained. HBCs were compared to respondents' household income to observe how the two variables are related. The Bothereds had members that also happened to be in all ranges of HBCs. Though 60% of the Bothereds also were in the highest HBC Segment, 40% of them were in the lower two. About 60% of the Bothereds will likely be most receptive to changes focused on water-use practices rather than products as long as they remain financially constrained; however, about 40% of them might be more capable of incorporating product upgrades because of their financial situation and high level of motivation. ARTICLE HISTORY

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Section: Decision-ade™mentioning

confidence: 99%

Section: Hbcsmentioning

confidence: 99%

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Segmenting Florida residential irrigation users by utility-bill “botheredness” and household budgetary constraints

Cantrell

Warner

Lamm

et al. 2016

Housing and Society

Self Cite

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show abstract

“…• Segmentation: Differentiating members of an audience into subgroups based on similarities displayed by the subgroups (Andreasen, 2006) • Decision-Ade ™ : A discriminant analysis segmentation strategy that groups respondents based on Utility-bill "Botheredness" (UBB) and Household Budgetary Constraints (HBB) (Cantrell & Sewell, 2015) • Utility-bill Botheredness (UBB): A measure of respondents' range of botheredness to utility bills (i.e., how customers react to receiving, opening, and reading their utility bill…”

Section: Terms To Help You Get Startedmentioning

confidence: 99%

“…• Regardless of their income level, home occupants can be highly bothered by their utility bill (Cantrell & Sewell, 2015).…”

mentioning

confidence: 99%

Using the Decision-Ade™ Segmentation Strategy to Better Understand Extension Audiences

Cantrell

Warner

Rumble

et al. 2015

EDIS

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Decision-Ade™ is a tool Extension can use to better understand how residents with a range of household budgets feel about their utility bills. Analyzing households in terms of both income and utility bill “botheredness” creates a more comprehensive picture of that household’s utility use and its willingness to modify utility consumption relative to other households. This 5-page fact sheet uses survey data of Florida residents to demonstrate the insights Decision Ade™ can provide and how those insights can inform Extension programming. Written by Randall Cantrell, Laura Warner, Joy Rumble, and Alexa Lamm, and published by the UF Department of Family, Youth and Community Sciences, July 2015. FCS3331/FY1461: Using the Decision-Ade™ Segmentation Strategy to Better Understand Extension Audiences (ufl.edu)

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Using Household Budgetary Constraints to Explore Negative-interaction Behavior Among Homeowners in Coastal Southeast United States

2019

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Decision-Ade: An Innovative Process for Segmenting U.S. Homeowners by Utility-Bill Botheredness and Budget Constraints

Cited by 5 publications

References 19 publications

Segmenting Florida residential irrigation users by utility-bill “botheredness” and household budgetary constraints

Segmenting Florida residential irrigation users by utility-bill “botheredness” and household budgetary constraints

Using the Decision-Ade™ Segmentation Strategy to Better Understand Extension Audiences

Using Household Budgetary Constraints to Explore Negative-interaction Behavior Among Homeowners in Coastal Southeast United States

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