Empirical research in selective communications

  • Israel D. Nebenzahl


Selective communications are messages designed to be perceived differently by members of different market segments. This paper summarizes the results of an empirical study which suggests that codes may be highly effective selective messages which are perceived by interested consumers and not by others.


Purchase Behavior National Brand Interested Consumer Vegetable Soup Communication Stage 


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. Engel, James F., David T. Kollat and Roger D. Blackwell, Consumer Behavior. New York: Holt Rinehart and Winston, Inc., 1973.Google Scholar
  2. Helping Hand for a Specialty Shopper. New York: The Union of Orthodox Jewish Congregations of America, 1966. (Author same as publisher).Google Scholar
  3. Lucas, Darrell B. and Steuart H. Britt, Measuring Advertising Effectiveness, New York: McGraw Hill Book Co., 1963.Google Scholar
  4. Nebenzahl Israel D., “The Concepts of Selective Communications in Marketing,” unpublished paper, Rider College, 1975.Google Scholar
  5. Nebenzahl Israel D., “Selective Communications in Marketing,” unpublished doctoral dissertation, New York University, 1974.Google Scholar
  6. Schnur, Joel L. and Moses L. Solow, eds., A Guide to Kashruth and Yom Tov. New York: Kashruth Division, Student Organization of Yeshiva Rabbi Issac Elchanan Theological Seminary, Yeshiva University, 1971.Google Scholar
  7. Schramm, Wilbur, The Process and Effects of Mass Communications. Urbana Ill.: University of Illinois Press, 1955.Google Scholar
  8. Shanon, Claude B. and Warren Weaver, The Mathematical Theory of Communication. Urbana Ill.: The University of Illinois Press, 1949.Google Scholar
  9. Tannenbaum, Percy H. “The Indexing Process in Communication,” Public Opinion Quarterly (Fall, 1955), Vol. 19, No. 3.Google Scholar

Copyright information

© The Academy of Marketing Science 1975

Authors and Affiliations

  • Israel D. Nebenzahl
    • 1
  1. 1.Bar-Ilan UniversityRamat-GanIsrael

Personalised recommendations