haku: @indexterm Product preference / yhteensä: 78
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| Tekijä: | |
| Otsikko: | Assessing the Predictive Validity of Two Methods of Measuring Self-Image Congruence |
| Lehti: | Journal of the Academy of Marketing Science
1997 : Vol. 25:3, p. 229-241 |
| Asiasana: | CONSUMER BEHAVIOUR CONSUMER RESEARCH PRODUCT PREFERENCE |
| Kieli: | eng |
| Tiivistelmä: | The predictive validity of two measurement methods of self-image congruence - traditional versus new - were compared in six studies involving different consumer populations, products , consumption settings, and dependent variables. The traditional method is based on tapping the subject's perception of his/her self-image along a predetermined set of image attributes and adding the self-congruity scores across all image dimensions. Three problems were identified and discussed in relation to the traditional method: (1) the use of discrepancy scores, (2) the possible use of irrelevant images, and (3) the use of the compensatory decision rule. |
SCIMA