Interest and reaction time analysis of credit card offers: Dynamics of these segments

Interest and reaction time analysis of credit card offers: Dynamics of these segments

Dynamics of these segments: relation between impact (interest) and response time

The large differences between the segments in terms of the elements that attract them can be seen by looking at Figure 3 (left panel). The elements that attract Segment 1 (stuff) differ from the elements that attract Segment 2 (lifestyle). The two segments differ, as they should, because they were created on the basis of the patterns of the individual impacts. On the other hand, there are few differences between the segments in terms of their response time to concepts comprising a single element. Figure 3 (right panel) shows these estimated response times for the elements. The larger circles represent the different pictures that were used. The two segments are similar, albeit certainly not identical. This means that the segments may differ in what they find interesting, but they tend to process the information in the same way. The additive constant for response time is slightly different (67- tenths of seconds for Segment 1, the stuff segment, and 55-tenths of seconds for Segment 2, the lifestyle segment). On the average, this means that the stuff segment takes a little longer to process the information than does the lifestyle segment, but certainly not appreciably longer (see Table 5).

Table 5 Additive constants for impact and response time models for total panel and the two segments


Base size


Interest

constant


Response time

constant

Total panel

167

15

62

Segment 1 (stuff)

58

18

67

Segment 2 (lifestyle)

67

17

55

Figure 3 Comparison of two segments in terms of impacts for interest (left panel) and the estimated response time for one element concepts (right panel). The smaller dots are text elements, the larger circles are picture elements

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