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 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© The Academy of Marketing Science 1975

Authors and Affiliations

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

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