are strong, but just how strong and how effective we need to measure. Not only the factors that help determine consumer demand, but also consumers' perceptions of the extent to which marketed goods and services will satisfy their wants, are important questions relevant to purchase predictions. This again is a little explored frontier for systematic research. Exciting opportunities have presented themselves in such events as the development of a market for small cars. Until we have gathered more data of the kinds indicated and then studied the predictive value of relevant attitudinal material in combination with that of other variables, no verdict on their predictive value but a Scotch one would seem acceptable.