Market Segmentation by Cohorts: The Value and Validity of Cohorts in America and Abroad

Published on Feb 1, 2000in Journal of Marketing Management
· DOI :10.1362/026725700785100479
Charles D. Schewe19
Estimated H-index: 19
Stephanie M. Noble22
Estimated H-index: 22
Marketers often segment consumers on factors such as age, gender, income, stage of life, and geography. Another innovative approach is to group consumers into cohorts. Cohorts are groups of individuals who are born and travel life together and experience similar external events during their late adolescent/early adulthood years. These events influence people to create values, attitudes, and preferences that remain with them for their lifetime. This article reviews and assesses the current literature on American cohorts. The value and the validity of cohorts as a segmentation technique are discussed, as well as areas for future research.
📖 Papers frequently viewed together
146 Citations
366 Citations
149 Citations
Cited By134
#1Jihye Min (UNT: University of North Texas)H-Index: 3
#2Jiyoung Kim (UNT: University of North Texas)H-Index: 11
Last. Kiseol Yang (UNT: University of North Texas)H-Index: 14
view all 3 authors...
Abstract null null The COVID-19 outbreak has had a negative impact on the restaurant industry and led to major sales and job losses. As it continues to threaten customers' health, it is expected to greatly influence their attitudes and behavior. Therefore, the current study aims to investigate the effects of threat and coping appraisals on consumers' co-creation behaviors during the COVID-19 pandemic. Grounded in protection motivation theory and co-creation theory, the moderating effect of gener...
#1Mark LeggH-Index: 1
#2Timothy WebbH-Index: 3
Last. Apostolos AmpountolasH-Index: 4
view all 0 authors...
#1Anne-Marie Lebrun (University of Burgundy)H-Index: 6
#2Roxane Corbel (University of Burgundy)H-Index: 1
Last. Patrick Bouchet (University of Burgundy)H-Index: 11
view all 3 authors...
This exploratory study examines the impact of the Covid-19 pandemic on the travel intention of French people (n = 655) for holidays in summer 2020. Qualitative results show demographic and generation differences in the intention to go on vacation caused by a combination of personal uncertainties due to the pandemic, compulsory state measures and travel bans. Using PLS-SEM, quantitative results indicate that influence of perceived risks and attitude towards Covid-19 led tourists to seek out great...
#1Deborah Goldring (Stetson University)H-Index: 5
#2Carol Azab (Stetson University)H-Index: 4
1 CitationsSource
#1Jacqueline K. Eastman (GS: Georgia Southern University)H-Index: 27
#2Rajesh Iyer (Bradley University)H-Index: 16
Last. Pratik Modi (Institute of Rural Management Anand)H-Index: 7
view all 5 authors...
#1Sabina Lissitsa (Ariel University)H-Index: 12
#2Ofrit Kol (Ariel University)H-Index: 3
In retailing, it is recognized that prominent differences exist between generational cohorts. As such, analysis of varying patterns of personality traits and their effects between generations is essential for understanding consumer behaviors. This research focuses on the association between the Big Five personality traits and m-shopping intentions of hedonic products among four generational cohorts: baby boomers and Generations X, Y, and Z. Generational cohort theory, the Big Five Personality Mo...
11 CitationsSource
#1Jing Li (TTU: Texas Tech University)H-Index: 3
#1Jing Li (TTU: Texas Tech University)
Last. Kevin Kam Fung So (OSU: Oklahoma State University–Stillwater)H-Index: 20
view all 3 authors...
Abstract While customer values associated with experience have been studied extensively in the hospitality literature, research comparing Airbnb and hotel experiences remains sparse. By identifying two distinct pathways, a hedonic consumption pathway and an acquisition-transaction utility pathway, this study investigates the effects of hedonic value and utilitarian value on two important underlying constructs. Two studies were conducted concurrently: Study 1 empirically assessed theoretical rela...
2 CitationsSource
#1Sabina Lissitsa (Ariel University)H-Index: 12
#2Tal Laor (Ariel University)H-Index: 38
Abstract On-demand radio has radically changed the definition and essence of the radio landscape, providing consumers greater flexibility to manage their content consumption anytime and anywhere. Since on-demand radio is a relatively new way to consume radio, it is important to understand how different consumer groups adopt and use this innovation. The main purpose of the study was to evaluate differences between three generational cohorts: Baby Boomers, Generation X and Generation Y in the effe...
2 CitationsSource
#1Chiara Giachino (UNITO: University of Turin)H-Index: 7
#2Giulio PattanaroH-Index: 1
Last. Alessandro Bonadonna (UNITO: University of Turin)H-Index: 8
view all 5 authors...
Abstract This study aims to explore how Nature-Based Solutions (NBS) are perceived by the young generations, and to see if NBS are capable of attracting young visitors to a specific area. Young generations are generally considered as being more sensitive towards nature and sustainability issues. In this context, planning and developing NBS may prove to be a powerful instrument to raise the interest of young people towards formerly degraded urban and peri-urban areas and ecosystems. The results o...
2 CitationsSource
This paper aims to stir debate about a disconcerting privacy issue on web browsing that could easily emerge because of unethical practices and uncontrolled use of technology. We demonstrate how straightforward is to capture behavioral data about the users at scale, by unobtrusively tracking their mouse cursor movements, and predict user's demographics information with reasonable accuracy using five lines of code. Based on our results, we propose an adversarial method to mitigate user profiling t...
1 CitationsSource