The interaction between these two variables, however, provided a better predictor of beverage preference. Similar results, in terms of the interaction between product choice and usage situation were found by Green and Rao (1972), Belk (1974) and Srivastava et al. (1978). In a later study, Srivastava (1980) examined the appropriateness of financial services in a particular situation and found it to be relatively stable across situations, thus providing further support for using consumption situations as a basis for segmenting the market. Dickson (1982) combined a number of these previous studies when he created a person/situation segmentation model
