| Author: | Fitzsimons, G. J. Morwitz, V. G. |
| Title: | The effect of measuring intent on brand-level purchase behavior |
| Journal: | Journal of Consumer Research
1996 : JUN, VOL. 23:1, p. 1-11 |
| Index terms: | PURCHASING BRANDS CONSUMER RESEARCH |
| Language: | eng |
| Abstract: | Previous research has demonstrated that merely asking consumers purchase intent questions has a significant impact on their actual purchase incidence in the category. Our article extends this research to explore the impact of the "mere-measurement" effect at the brand level. We hypothesize that there are predictable patterns of brand-level purchase effects that depend on whether a consumer has previously made a purchase in the product category. The results demonstrate that current owners of cars are more likely to repurchase the brands they currently own when they are asked intent questions. |
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