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| Author: | Simpson, P.M. Siguaw, J.A. Cadogan, J.W. |
| Title: | Understanding the consumer propensity to observe |
| Journal: | European Journal of Marketing
2008 : VOL. 42:1/2 p. 196-221 |
| Index terms: | consumers consumer behaviour consumer choice brands brand choice |
| Freeterms: | consumer risk |
| Language: | eng |
| Abstract: | This research paper represents a new model how to measure the impressionability of consumers in purchasing situations. The new model was developed and tested in order to gain a better understanding about the influence of other consumers on decisions making. The paper is based on 356 consumers' questionnaire responses. According to the findings, observing others choices is an important way to make product and brand selection. |
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