Recent developments in marketing and technological fields have raised concerns about the usefulness of market segmentation as an effective marketing practice. Furthermore, the segmentation literature has highlighted ...

This paper contributes to the literature by proposing a new methodological approach for understanding customers’ unconscious needs. This approach combines Unconscious Thought Theory (UTT) with Choice-Based Conjoint (CBC), ...

Twitter is ever-present in British political life and many politicians use it as part of their campaign strategies. However, little is known about whether their tweets engage people, for example by being retweeted. This ...