Profiling Media Users:
An Operational Instrument for the Measurement of Cultural Values in a Wide Variety of Cultures

Kristian Arnaa & Rolf Randrup
Gallup A/S, Denmark.
and
Suzanne C. Beckmann & Flemming Hansen
The Copenhagen Business School, Denmark.

BACKGROUND

Many authors have documented that traditional, socio-demographic variables add little to the explanation of consumer behaviour and are thus often useless for market segmentation purposes. Consumer behaviour is becoming more and more homogeneous, regardless of sex, age, income, political orientation, etc. Still, the variability in consumer behaviour in terms of brand choice, products used and media chosen is dramatic. Somehow, this behaviour must be related to individual differences that are more likely to relate to acquired values or social character than to personality or motivational differences.