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- Title
The Prediction of Preference for Capital Equipment Using Linear Attitude Models.
- Authors
Wildt, Albert R.; Bruno, Albert V.
- Abstract
Recently a number of articles have been published which deal with the prediction of consumer preference or choice through the use of linear attitude models,(for example, see [1,9, 10, 11]). Many of these studies postulate that a consumer's attitude toward a brand is determined by his evaluation of the brand on a set of relevant attributes weighted by his perception of the importance of those attributes. Subsequent research seems to indicate that the inclusion of the importance dimension adds little to the predictive power of the attitudinal models [3, 5, 7, 8, 12]. Most of these published studies have been concerned with nondurable consumer goods (e.g., toothpaste, hand soap, instant breakfast, television programs). Few published results are available for industrial products. One notable exception is an effort by Scott and Bennett [9] to predict the preference of 66 electronics engineers for 5 brands of fixed-value resistors. None are available for capital equipment. This study partially fills the void by presenting results relating to the power of linear attitude models in predicting preference for brands from two industrial product categories (both are capital equipment ranging in price from $6,000 to 20,000 and in expected life from 3–15 years).
- Subjects
CONSUMER preferences research; LINEAR statistical models; INDUSTRIAL goods; CONSUMER attitude research; BRAND choice; VALUES (Ethics); CONSUMER behavior; BRAND loyalty; PROBABILITY measures; CHOICE (Psychology); PSYCHOLOGY
- Publication
Journal of Marketing Research (JMR), 1974, Vol 11, Issue 2, p203
- ISSN
0022-2437
- Publication type
Article
- DOI
10.2307/3150563