Communal and associational social structures: Their underlying behavioral components and implications for marketing
Journal of the Academy of Marketing Science · 1979 · Volume 7 · Issue 3
Abstract
Sociologists have frequently utilized the concepts of communal and associational social structures as bipolar ideal types for describing and interpreting behavioral patterns. An empirical examination is made of this conceptualization, underlying behavioral components are investigated, and implications concerning the generalizability of current marketing research efforts are cited.
Keywords
Opinion Leadership, Socioeconomic Variable, Life Cycle Stage, Market Segmentation, Communal Society
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