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- Title
'Pre-Testing' Jurors' Reactions to Corporate Marketing Decisions.
- Authors
Gelb, Betsy D.; Cheney, J. Richard
- Abstract
Marketing decisions are constrained by numerous laws, but the applications of those laws are often ambiguous. Now, this article suggests, a research technique can offer decision makers before-the-fact guidance on what a jury would say if a decision under consideration led to a lawsuit. <BR> The two premises of this paper are that companies can "pre-test" the kind of marketing decisions that may lead to a lawsuit, and that both marketing managers and the public at large could benefit if such "pre-testing" were done. The discussion to follow will show precedents for the technique, describe it, and offer an illustration. A concluding section will evaluate the practicality of "pre-testing" and its costs and benefits to society.
- Subjects
MARKETING; MARKETING management; COMMERCIAL law; ACTIONS &; defenses (Law); MARKETING laws; MARKETING executives; RESEARCH; RESEARCH management; INFORMATION services
- Publication
Journal of Public Policy & Marketing, 1986, Vol 5, Issue 1, p97
- ISSN
0743-9156
- Publication type
Article