Stinkin' inconvenience! How consumers experience and respond to disgust

We explore how consumers deal with feelings of disgust in consumption situations. We look at the common elicitors of disgust, and discover two categories not previously documented in the literature: (1) ignorance, and (2) inconvenience, i.e. things that did not work out as planned, desired, or imagined. In Study 2 we use scenarios to look at responses to disgust in consumption situations, and in Study 3 we manipulate scenarios to see if reported responses in study 2 are how people actually behave

Estimating Multiple Consumer Segment Ideal Points from Context-Dependent Survey Data

Previous research in marketing and consumer research has shown that consumers/households often possess multiple ideal points in a given product/service category. In such cases, traditional segmentation and positioning models that estimate a single ideal point per individual/segment may render an inaccurate portrayal of the true underlying utility functions of such consumers/segments and the resulting market structure. We propose a new clusterwise multiple-ideal-point spatial methodology that estimates multiple ideal points at the market segment level while simultaneously determining the market segments' composition of consumers, as well as the corresponding joint space. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..