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- Title
Modeling Individual Preference Evolution and Choice in a Dynamic Group Setting.
- Authors
Chandrashekaran, Murali; Walker, Beth A.; Ward, James C.; Reingen, Peter H.
- Abstract
Organizational buying and strategic marketing decisions often emerge from a messy process of belief accommodation and compromise. In a longitudinal field study, the authors investigate how the beliefs and preferences of individual actors in a collective decision developed and changed. This provides a rare opportunity to relate beliefs and social influence to articulated preferences, as well as to evaluate the basic assumptions that underlie persuasive arguments theory, a prominent theory of group polarization. Econometric models are employed to test proposed relationships between group processes and outcomes. A model incorporating both cognitive and social process variables accurately predicts 95% of the actors' top choices. The authors provide new insights for understanding the dynamics underlying group polarization and exploring group processes in marketing.
- Subjects
PREFERENCE heterogeneity; GROUP decision making; CONSUMER behavior; PURCHASING -- Social aspects; ECONOMETRICS; POLARIZATION (Social sciences); DECISION making; MARKETING research; CONSUMER preferences
- Publication
Journal of Marketing Research (JMR), 1996, Vol 33, Issue 2, p211
- ISSN
0022-2437
- Publication type
Article
- DOI
10.2307/3152148