A cluster analysis of text message users based on their demand for text messaging: A behavioral economic approach

The goal of this study was to determine whether cluster analysis could be used to identify distinct subgroups of text message users based on behavioral economic indices of demand for text messaging. Cluster analysis is an analytic technique that attempts to categorize cases based on similarities acr...

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Bibliographic Details
Published in:Journal of the experimental analysis of behavior 2019-11, Vol.112 (3), p.273-289
Main Authors: Hayashi, Yusuke, Friedel, Jonathan E., Foreman, Anne M., Wirth, Oliver
Format: Article
Language:English
Subjects:
behavioral economics
Cell Phone Use
Cellular telephones
Cluster Analysis
college students
demand analysis
Economics, Behavioral
Elasticity of demand
Female
Humans
Male
Models, Psychological
Multivariate Analysis
Statistical analysis
Surveys and Questionnaires
Text Messaging
Validity
Young Adult
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Summary:The goal of this study was to determine whether cluster analysis could be used to identify distinct subgroups of text message users based on behavioral economic indices of demand for text messaging. Cluster analysis is an analytic technique that attempts to categorize cases based on similarities across selected variables. Participants completed a questionnaire about mobile phone usage and a hypothetical texting demand task in which they indicated their likelihood of paying an extra charge to continue to send text messages. A hierarchical cluster analysis was conducted on behavioral economic indices, such as demand intensity, demand elasticity, breakpoint, and the maximum expenditure. With the cluster analysis, we identified 3 subgroups of text message users. The groups were characterized by (a) high intensity and low elasticity, (b) high intensity and medium elasticity, and (c) low intensity and high elasticity. In a demonstration of convergent validity, there were statistically significant and conceptually meaningful differences across the subgroups in various measures of mobile phone use and text messaging. Cluster analysis is a useful tool for identifying and profiling distinct, practically meaningful groups based on behavioral indices and could provide a framework for targeting interventions more efficiently.
ISSN:0022-5002
1938-3711
DOI:10.1002/jeab.554