Understanding Personalized Lifestyle Marketing: an Experimental Approach

In contrast to product recommendations, personalized lifestyle marketing communicates lifestyle content that fits customers' individual values. A field experiment shows that personalized lifestyle marketing stimulates product purchases and leads to a broader consideration set but requires a time span in which customers can explore means-end connections between products and values.


Oliver Emrich, Tim M. Boettger, Dennis Herhausen, and Leonard Lee (2019) ,"Understanding Personalized Lifestyle Marketing: an Experimental Approach", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 547-548.


Oliver Emrich, Johannes Gutenberg-University of Mainz, Germany
Tim M. Boettger, IESEG School of Management, France
Dennis Herhausen, Kedge Business School, France
Leonard Lee, National University of Singapore, Singapore


NA - Advances in Consumer Research Volume 47 | 2019

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