Development and application of the concept of user image: The case of mass transit ridership

Dinoo J. Vanier Ph.D., Donald Sciglimpaglia D.B.A.

Journal of the Academy of Marketing Science · 1981 · Volume 9 · Issue 4

Abstract

This paper develops the concept of user image and then reports on an empirical test and appliation of the concept. User image is defined as the image held of users of a product or service. This concept is supplemental to other conceptualizations of image (e.g., self-image or ideal self-image). It was hypothesized that users and non-users, while demographically similar, would hold differentimagesof users of mass transportation. That hypothesis was supported. Implications for market segmentation promotions are drawn.

Keywords

Typical User, Brand Image, Store Image, Typical Owner, Mass Transit

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