JCR Forthcoming Issue December 1983 Get access Journal of Consumer Research, Volume 10, Issue 2, September 1983, BackCover, https://doi.org/10.1093/jcr/10.2.BackCover Published: 01 September 1983
Drawing on small groups research, family sociology, and consumer information processing research, behavioral process methodology is used to compare information acquisition depth and decision time across individuals, ad hoc cross-sex dyads, and married couples. Ad hoc dyads and nominal groups (statistically paired individuals) acquired more information than did married couples; ad hoc dyads acquired more information than did individuals. The implications of the findings for our understanding of individual and group consumer information acquisition are discussed.
A central issue in research on multiattribute decision structures is the relationship between attribute weights and variation in brand scores. Conventional wisdom postulates that, as the variation or range of levels on an attribute increases, so will the relative weight the attribute receives in decisions. The results presented in this research do not confirm the conventional wisdom. In particular, subjects were capable of cognitively standardizing scores on each attribute so that judged utilities reflected an attribute's psychological importance, not the statistical variation in its scores. This result and those reported for several other tests appear to be promising for efforts that emphasize structural applications of multiattribute models for marketing communications strategy.
We demonstrate how latent structure analysis can be used to model rating scale data that have ordered categories, and propose a modification of the basic latent structure approach to analyze response errors in the context of a traditional multitrait-multimethod matrix. The extended approach provides the researcher with the ability to (1) use formal test statistics to select a response error model, (2) assess the effects due to traits versus methods, and (3) examine and test a wide array of plausible measurement error hypotheses.
Journal Article The Salience of Relevant Others and Its Effect on Individual and Joint Preferences: An Experimental Investigation Lakshman Krishnamurthi Lakshman Krishnamurthi Search for other works by this author on: Oxford Academic PubMed Google Scholar *Lakshman Krishnamurthi is Assistant Professor of Marketing at the Kellogg Graduate School of Management, Northwestern University, Evanston, IL 60201. The author wishes to thank Brian Sternthal for his detailed comments on the manuscript. Thanks are also due to Dick Wittink, Peter Wright, and an anonymous JCR reviewer. This research was partially supported by a Doctoral Dissertation Proposal Award from the American Marketing Association. Author Notes Journal of Consumer Research, Volume 10, Issue 1, June 1983, Pages 62–72, https://doi.org/10.1086/208945 Published: 01 June 1983 Article history Received: 01 May 1981 Revision received: 01 January 1983 Published: 01 June 1983
Approaches to the measurement of miscomprehension are developed using true-false questions about the content of televised communications. Our model for individuals' responses to those questions includes the effect of guessing and yeasaying. An individual's true ability in answering the questions is the combination of two countervailing forces: the information the viewer has acquired from the communication, and the misinformation picked up at the same time. Jacoby, Hoyer, and Sheluga (1980) found that between one-quarter and one-third of what is seen on television is miscomprehended. We reinterpret this conclusion. Some new results regarding differences between types of televised communications are also reported.
This paper updates and replicates an earlier study comparing purchases by working wives (employed outside the home) and nonworking wives and the amounts spent for time-saving durables, other durables, and hobby and recreation items. Using a 1977 data base similar to one gathered a decade earlier, wife's labor force behavior was again found not to be significantly related to either purchase or expenditure decisions for time-saving durables, when income, stage of life cycle, and other situational variables were held constant.
This article reports empirical investigations of the measurement assumptions implicit in the Index of Consumer Sentiment (ICS). The ICS has been used in much of the past research that attempts to incorporate concepts of consumer psychology within frameworks of economic theory. The research employs a new numerical analysis model, known as alternating least-squares optimal scaling, to generate insights into this historically important indicator of consumer economic attitudes. The results of the present analysis, based on two national consumer surveys, raise new concerns about the procedures commonly used for the measurement and reporting of consumer sentiment. The procedures used provide insight concerning construction of composite variables from a set of categorical (or mixed-metric) questionnaire items, as well as a way of analyzing “don't know” responses to questionnaire items.
This paper reports on research that replicates and extends the previous Guttman scaling studies. The Guttman-scaled priorities are compared to average years of ownership for 12 appliances. Some limitations of the technique are revealed, and the role of a new innovation that disturbs an otherwise stable acquisition priority is discussed.