Segmentation Based on Affinity for Advertising

E Smit and Peter Neijens

Investigates the utility of the concept of the Affinity for Advertising by asking three questions: What is Affinity for Advertising? To what extent do people differ in their Affinity for Advertising in different Media? Do people who differ in their Affinity for Advertising also differ in their behavioral reactions towards advertising.

Segmentation Based on Affinity for Advertising

Edith G. Smit andPeter C. Neijens University of Amsterdam

In this article the usefulness of the Affinity for Advertising concept is investigated by means of three questions: 'What is Affinity for Advertising?'; 'To what extent do people differ in their Affinity for Advertising in different media?'; and 'Do people who differ in Affinity for Advertising also differ in their behavioral reactions toward advertising?' A positive answer to the latter question is of course essential, because only then could Affinity for Advertising be a useful concept for media planners. Based on a...

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