Urban Archetypal Hedonistas (34:00)

A meta-analytic review of research into a market orientation suggests that successfully implementing a marketing orientation associates with higher revenue and profits (Kirca, Jayachandran and O’Bearden 2005). Yet academic literature provides limited guidance as to how this goal is practically achieved (For an exception see Gebhardt, Carpenter and Sherry 2007). One observed barrier is an inability by firm personnel to readily empathize with target consumers and understand their values, consumption priorities and lifestyles. In this film, we present representations of female consumer archetypes found to resonate strongly with marketing practitioners operating in markets for food, fun, fashion and furniture in Sydney Australia. The representations are the result of academic research, consultation with market researchers and empirical testing of the film on consumers and marketing professionals.


Marylouise Caldwell and Paul Henry (2009) ,"Urban Archetypal Hedonistas (34:00)", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 803-803.


Marylouise Caldwell, The University of Sydney, Australia
Paul Henry, The University of Sydney, Australia


NA - Advances in Consumer Research Volume 36 | 2009

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