haku: @author Creusen, M. / yhteensä: 1
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| Tekijä: | Creusen, M. Schoormans, J. |
| Otsikko: | The nature of differences between similarity and preference judgments. A replication with extension. |
| Lehti: | International Journal of Research in Marketing
1997 : FEB, VOL. 14:1, p. 81-88 |
| Asiasana: | MARKETING RESEARCH PREFERENCES |
| Kieli: | eng |
| Tiivistelmä: | Similarity and preference judgments often do not correspond, in that products which are perceived as very similar are not similarly preferred. Lefkoff-Hagius and Mason found that this effect is due to the consumers' use of different product attributes in making similarity and preference judgments. The authors extend their study, by using actual products and letting subjects write down the reasons underlying their judgments, instead of using verbal product descriptions in a conjoint measurement framework. |
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