Multi-method personality assessment of butchers and hunters: beliefs and reality

Two studies examined beliefs about the personality of male butchers and hunters and the factuality of such beliefs. These professions’ daily routines involve killing animals and handling their carcasses, acts that could be facilitated by specific personality constellations. Study 1 (102 raters) evidenced perceptions of higher aggressiveness and masculinity of butchers/hunters and higher self-esteem (hunters only), as compared with average men. In contrast, Study 2 found little evidence for the factuality of such beliefs, based on multi-method personality assessments in a case-control design of 96 men (23 and 25 dyads including one butcher or hunter, matched with same-generation, other-occupation friends or relatives). Only implicit, but not explicit, aggressiveness (measured with an Implicit Association Test) was higher in butchers/hunters than in controls. Both masculinity (whether measured unobtrusively [digit ratio, 2D:4D] or explicitly) and self-esteem (whether measured implicitly [name-letter effect] or explicitly) were comparable for butchers/hunters and controls. Lower self-reported conscientiousness, extraversion, and openness in butchers/hunters than controls were not generalizable to informant reports of these Big Five dimensions. Discussion focuses on the merits of utilizing belief-factuality contrasts, controlled designs, and multi-method assessments in personality research

A survey of the challenges and pitfalls of cluster analysis application in market segmentation

Tuma MN, Decker R, Scholz S. A survey of the challenges and pitfalls of cluster analysis application in market segmentation. International Journal of Market Research. 2011;53(3):391-414.Market segmentation is a widely accepted concept in marketing research and planning. Although cluster analysis has been extensively applied to segment markets in the last SO years, the ways in which the results were obtained have often been reported to be less than satisfactory by both practitioners (Yankelovich & Meer 2006) and academics (Dolnicar 2003). In order to provide guidance to those undertaking market segmentation, this study discusses the critical issues involved when using cluster analysis to segment markets, makes suggestions for best practices and potential improvements, and presents an empirical survey that seeks to provide an up-to-date assessment of cluster analysis application in market segmentation within a six-stage framework. Analyses of more than 200 journal articles published since 2000, in which cluster analysis was empirically used in a marketing research setting, indicate that many critical issues are still ignored rather than addressed adequately