1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University4 unknown5 Department of Management, Aarhus BSS, Aarhus University
As the global food marketing environment becomes more competitive, the international and comparative perspective of consumers' attitudes and behaviours becomes more important for both practitioners and academics. This research employs the Food-Related Life Style (FRL) instrument in Australia in order to 1) determine Australian Life Style Segments and compare these with their European counterparts, and to 2) explore differences in elaboration likelihood among the Australian segments, e.g. consumers' interest and motivation to perceive product related communication. The results provide new insights into cross-cultural similarities and differences, into elaboration likelihood differences among consumer segments, and show how the involvement construct may be used as basis for communication development.
MAPP; Internationale sammenligninger; Livsstilssegmenter; Elaboration likelihood; International comparison; Life style segments