Knowledge that Transforms

This article presents the results of a study investigating the dynamics of retail store choice behavior. It develops the use of time-path analysis with a working model of the sequence of effects of store choice behavior to draw conclusions about the probable direction of influence between four sets of variables thought to influence store choice.

Demand artifacts may influence the results of experiments in consumer behavior. After reviewing problems of demand artifacts, this article discusses four methods to investigate demand bias. Several suggestions involving experimental design, measures, and procedures to try to reduce demand problems in consumer research are presented.

Experimental tests of two strategies for attitude change suggested by multiple attribute attitude models indicate that the strategy of changing consumers' perceptions of brand attribute possession offers considerable potential. The viability of a strategy designed to change the values consumers attach to attributes, however, is less certain.

A distinction is drawn between the multiattribute attitude model as a measurement device and as a theory of attitude formation and change. Using an analysis of variance paradigm to investigate the underlying multiplicative and summative assumptions, Fishbein's multiattribute theory is found to demonstrate reasonably high construct validity. Individual differences in attribute combination rules are identified, and the issue of cognitive averaging vs. cognitive summation is raised.

This study compared three alternative decision-making strategies in the consumer behavior literature: (1) minimization of expected negative utility (perceived risk); (2) maximization of expected positive utility (perceived return); and (3) maximization of expected net utility (net perceived return). The results of this study indicated that the net perceived return model could explain more variance in brand preference than the other two models.

Determining the Characteristics of the Socially Conscious Consumer Get access Frederick E. Webster, Jr. Frederick E. Webster, Jr. Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 2, Issue 3, December 1975, Pages 188–196, https://doi.org/10.1086/208631 Published: 01 December 1975

An experiment was conducted to clarify the nature of the influence active in most prior marketing research on the social influence process. Experimental subjects were exposed to evaluations of coffee which were attributed to either a similar or dissimilar source. These evaluations were high in uniformity, low in uniformity or of unknown uniformity. Subjects then tasted and evaluated the coffee. The subjects' evaluations were made either under a visible (identifiable) condition or an anonymous condition. The data supported a hypothesis of informational social influence.

Journal Article Situational Variables and Consumer Behavior Get access Russell W. Belk Russell W. Belk Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 2, Issue 3, December 1975, Pages 157–164, https://doi.org/10.1086/208627 Published: 01 December 1975

Journal Article Commentaries on Katona, “Psychology and Consumer Economics” Get access Journal of Consumer Research, Volume 1, Issue 1, June 1974, Pages 9–12, https://doi.org/10.1086/208576 Published: 01 June 1974