Can Attitude Measurement Predict Consumer Behavior?

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Abstract
• Are attitudes predictive of consumer behavior? • What potential role does attitude measurement play in the marketing research program of a company? • Does the Thurstone technique offer management a reliable tool for research and decision-making? • What is the public's attitude or response to a promotional device such as trading stamps? An extensive research project regarding trading stamps provides insight into the answers to these and other questions. Over 400 pretest and 1,400 test interviews in three states produced the information on which this article is based.

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