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Mary Hinesly

DBA Graduate - 2012

Thesis title

anticipating consumer preferences based on implicit cultural imprinting.


Cindy Schipani
The purpose of this dissertation was to develop and test an alternative approach to market segmentation that focuses on early cultural experiences of generational cohorts. Qualitative and quantitative research methods were used to identify and confirm generational differences in early childhood memories. Results from this research provide initial yet promising support for the utility of the proposed model as a method of anticipating future product development or product modifications as generational cohorts transition into market segments based on age or life stage. However, additional research is needed to further delineate the mechanisms through which early cultural memories affect preferences during adulthood.