Preferences between Product Consultants: Choices vs. Preference Functions
- 1 June 1977
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 4 (1) , 39-47
- https://doi.org/10.1086/208677
Abstract
Preferences for alternative types of individuals sought out as product consultants in a new product evaluation task were studied. In an “overt choice” manipulation a strong preference for consultants similar on certain ability dimensions was demonstrated. These results were not replicated in a more sterile profile evaluation task setting.Keywords
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