摘要: This paper aims to examine whether estimates of psychological traits obtained using meta-judgmental measures (as commonly present in customer relationship management database systems) or operative are most useful predicting behavior.,Using an online experiment (N = 283), the study collects and customers. Subsequently, it compares out-of-sample prediction error responses persuasive messages.,The shows that – derived directly from behavior more informative than measures.,Using interactive media, is possible actively elicit measures. practitioners seeking customize their marketing communication should focus on obtaining such psychographic observations.,While currently both used for customization marketing, this utility future messages.
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