Consumer Choice Behavior: An Experimental Approach
Open Access
- 1 November 1969
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 6 (4) , 436-443
- https://doi.org/10.1177/002224376900600407
Abstract
Predicting consumer behavior with attitude measures has not always been successful. It is proposed to deal directly with the attitude components. In this article one such approach is discussed, and experimental evidence is presented suggesting it is worthwhile to distinguish between the values consumers hold and the way in which they perceive the alternatives.Keywords
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