A Technique to Measure Purchase Influences

Abstract

A measurement system is needed for evaluation of advertising in terms of sales. This article describes the theoretical concepts underlying a new technique, and presents some pilot-test results.

The system is based on direct interviews made with individuals who have recently changed brands or tried a given brand for the very first time. Such individuals “reconstruct” the influences affecting such purchases. Although the value of this method has been demonstrated for large-ticket, “considered-purchase” items, it has not heretofore been applied to women-directed, small-ticket items.