An analysis is presented showing the association between a summated brand evaluation index and brands purchased over time. The summated index was no more predictive than simpler measures such as “brand last purchased” and a 7-point rating scale, although the summated index may have value as a diagnostic tool.
Get full access to this article
View all access options for this article.
References
1.
AchenbaumAlvin A.“An Answer to One of the Unanswered Questions about the Measurement of Advertising Effectiveness,”Proceedings. 12th Annual Conference,Advertising Research Foundation, 1967, 24–32.
AxelrodJoel. “Attitude Measures that Predict Purchase,”Journal of Advertising Research, 8(March 1968), 3–18.
4.
BanksSeymour. “The Relationships Between Preference and Purchase of Brands,”Journal of Marketing, 15(October 1950), 145–57.
5.
BassFrank M.“Fishbein and Brand Preference: A Reply,”Journal of Marketing Research, 9(November 1972), 461.
6.
BassFrank M., PessemierEdgar A., and LehmannDonald R.“An Experimental Study of Relationships Between Attitudes, Brand Preference and Choice,”Behavioral Science, 17(November 1972), 532–41.
7.
BassFrank M., and Wayne TalarzykW.“An Attitude Model for the Study of Brand Preference,”Journal of Marketing Research, 9(February 1972), 93–6.
8.
BielAlexander. “The Dynamics of Change: An Examination of Attitudes and Behavior over Time,”Proceedings. International Marketing Congress, American Marketing Association, 1970, 38–9.
9.
CohenJoel B., FishbeinMartin, and AhtolaAlli T.“The Nature and Uses of Expectancy-Value Models in Consumer Attitude Research,”Journal of Marketing Research, 9(November 1972), 456–60.
10.
DayGeorge S.Buyer Attitudes and Brand Choice Behavior.New York: The Free Press, 1970.
11.
DuBoisCornelius. ‘Twelve Brands on a Seesaw,”Proceedings. 13th Annual Conference,Advertising Research Foundation, 1968, 11–21.
12.
KraftFrederic B.“An Analysis of the Brand Evaluation-Brand Choice Relationship,” unpublished doctoral dissertation, Indiana University, 1972.
13.
MillerGeorge A.“The Magical Number Seven, Plus or Minus Two: Some Limits on Our Capacity for Processing Information,”The Psychological Review, 63(March 1957), 81–97.
14.
PessemierEdgar A., and WilkieWilliam L.“Multi-Attribute Choice Theory—A Review and Analysis,” Institute Paper No. 372, Krannert Graduate School of Industrial Administration, Purdue University, 1972.
15.
ShepardRoger N.“On Subjectively Optimum Selection Among Multi-Attribute Alternatives,” in ShellyMaynard W.II, and BryanGlen L., eds., Human Judgments and Optimality.New York: John Wiley and Sons, 1964, 257–81.
16.
ShethJagdish N.“Reply to Comments on the Nature and Uses of Expectancy-Value Models in Consumer Attitude Research,”Journal of Marketing Research, 9(November 1972), 462–5.
17.
TalarzykWayne W.“A Reply to the Response to Bass, Talarzyk, and Sheth,”Journal of Marketing Research, 9(November 1972), 465–7.
