Ekelund's Diversity Icebreaker scale

最新推荐文章于 2021-01-19 23:16:05 发布

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本文介绍了一种称为Diversity Icebreaker的量表，该量表最初是为了区分不同消费者市场细分而开发的，并用于制定不同的市场营销沟通策略。Ekelund等人创建了这种更简洁的人格类型量表，可用于团队角色分析及有效市场营销沟通指导。该量表通过三次可靠性测试阶段，最终获得了0.75到0.82之间的内部可靠性分数。文中提出了三种主要维度：蓝、红、绿，分别对应任务导向型、整合型和社会变革型个性。

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the Diversity Icebreaker scale was originally developed specifically for classification of different market segment of comsumers requiring different market communications strategies.Ekelund attempted to create a more parsimonious proxy typology of personality styles, which can be used both for team role analysis, and as guidelines for effective marketing communications.

Thus far, the scale has went through three major formative stages of reliability
testing, which ended up with internal reliability scores ranging between .75 and .82.
Under this conceptualization, three main dimensions emerged which may be more
dominant in one person versus another, labelled simply as ‘blue’, red, and green.

People with ‘blue’ orientation were identified as task-oriented, structured and logical successful executers;

people with ‘red’ orientation were characterized as integrators
with a relational focus, personal involvement and social perspectives;

people with‘green’ orientation were identified as those with a focus on change, vision and ideas.

reference:
1,Ekelund, B. Z. (1997), The Application of a Model which Integrates Market
Segmentation and Psychological Theories to Change Energy Consumption in
Households, Henley Management College, Brunel University, London.
2,Ekelund, B. Z. and Langvik, E. (2008), Diversity Icebreaker: How to Manage Diversity
Processes, Human Factors Publishing, Oslo.
3,Maehle, N., & Shneor, R. (2010). On congruence between brand and human personalities. Journal of Product & Brand Management, 19(1), 44-53.