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This study examines trade show attendees' show choice behavior from a learning perspective. The purpose is to create a model that can be useful in attracting attendees, either to a show or even to a specific booth. Reasons for attending were found to be three-dimensional: shopping, career development, and general industry awareness. These dimensions were then used to develop clusters, or segments of attendees. Five segments were identified and profiled, with implications developed for each.
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Tanner et al. (2001) studied this question.
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