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    Identifying X-Consumers Using Causal Recipes: "Whales" and "Jumbo Shrimps" Casino Gamblers

    Access Status
    Fulltext not available
    Authors
    Woodside, Arch
    Zhang, M.
    Date
    2012
    Type
    Journal Article
    
    Metadata
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    Citation
    Woodside, Arch G. and Zhang, Mann. 2012. Identifying X-Consumers Using Causal Recipes: "Whales" and "Jumbo Shrimps" Casino Gamblers. Journal of Gambling Studies. 28 (1): pp. 13-26.
    Source Title
    Journal of Gambling Studies
    DOI
    10.1007/s10899-011-9241-5
    ISSN
    1573-3602
    URI
    http://hdl.handle.net/20.500.11937/35424
    Collection
    • Curtin Research Publications
    Abstract

    X-consumers are the extremely frequent (top 2–3%) users who typically consume 25% of a product category. This article shows how to use fuzzy-set qualitative comparative analysis (QCA) to provide “causal recipes” sufficient for profiling X-consumers accurately. The study extends Dik Twedt’s “heavy-half” product users for building theory and strategies to nurture or control X-behavior. The study here applies QCA to offer configurations that are sufficient in identifying “whales” and “jumbo shrimps” among X-casino gamblers. The findings support the principle that not all X-consumers are alike. The theory and method are applicable for identifying the degree of consistency and coverage of alternative X-consumers among users of all product-service category and brands.

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