Impact of Different Comparison Sets on Evaluation of a New Subcompact Car Brand
- 1 September 1978
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 5 (2) , 138-142
- https://doi.org/10.1086/208723
Abstract
To reduce the burden on subjects, a five-wave national telephone panel used to track the introduction of a new brand of subcompact automobile evaluated a different subset of competing brands. MANOVA revealed significant differences in the evaluation of both the new brand and an established brand.Keywords
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