SIX MARKETING TYPOLOGIES IN SEARCH OF A CUSTOMER (WITH APOLOGIES TO LUIGI PIRANDELLO)

Studying consumer lifestyles and ethnocentrism is a unique way of finding out buyer behavior and market segmentation. This chapter discusses two of the most popular marketing typologies, The Values, Attitudes and Lifestyles (VALS) 1 and 2 typology and the Claritas typology. The methodological issues include measure equivalence and sample equivalence of the segmentation (Lim, Yoo, & Park, 2018; Maciejewski, Mokrysz, & Wróblewski, 2019) basis, segmentation methods employed, and whether national sample sizes should be proportional to population sizes (Steenkamp & Ter Hofstede, 2002). It argues that these typologies have certain deficiencies and suggests a different typology, the Grid-Group typology which suggests there are four lifestyles (consumer cultures) that are all in opposition to one another, but which shape consumer preferences for members of each culture.

Ozawa's class 𝒮 for locally compact groups and unique prime factorization of group von Neumann algebras

We study class 𝒮 for locally compact groups. We characterize locally compact groups in this class as groups having an amenable action on a boundary that is small at infinity, generalizing a theorem of Ozawa. Using this characterization, we provide new examples of groups in class 𝒮 and prove a unique prime factorization theorem for group von Neumann algebras of products of locally compact groups in this class. We also prove that class 𝒮 is a measure equivalence invariant.

A rigidity result for crossed products of actions of Baumslag–Solitar groups

Let [Formula: see text] and [Formula: see text] be two ergodic essentially free probability measure preserving actions of nonamenable Baumslag–Solitar groups whose canonical almost normal abelian subgroups act aperiodically. We prove that an isomorphism between the corresponding crossed product II1 factors forces [Formula: see text] when [Formula: see text] and [Formula: see text] when [Formula: see text]. This improves an orbit equivalence rigidity result obtained by Houdayer and Raum in [Baumslag–Solitar groups, relative profinite completions and measure equivalence rigidity, J. Topol. 8 (2015) 295–313].