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- Title
Discriminant Validity of a Product-Anchored Self-Concept Measure.
- Authors
Belch, George E.; Landon Jr., E. Laird
- Abstract
The effect of several factors on the validity of a product-anchored self-concept measure is examined. Though the measure is not affected by product order or subject's attitude toward the task, it is affected by social desirability and product ownership, two factors of central importance in consumer research.
- Subjects
CONSUMER attitudes; CONSUMER behavior research; CONSUMER research; SOCIAL desirability; SELF-perception; SOCIAL psychology; MOTIVATION (Psychology); MARKETING research; PURCHASING -- Social aspects; ATTITUDE research; SOCIAL influence
- Publication
Journal of Marketing Research (JMR), 1977, Vol 14, Issue 2, p252
- ISSN
0022-2437
- Publication type
Article
- DOI
10.2307/3150479