An asymmetric multiplying cognitive algebra is implied theoretically by the parametric marginal desirability model. When given a PMD task, a substantial percentage of consumers do employ the predicted cognitive algebra.
Get full access to this article
View all access options for this article.
References
1.
BettmanJames R., and CaponNoel, and LutzRichard. “Cognitive Algebra in Multi-Attribute Models,”Journal of Marketing Research, 12(May 1975), 151–65.
2.
McElweeJohn F., and ParsonsLeonard J.“The Parametric Marginal Desirability Model,” in ShethJagdish, ed., Research in Marketing, Vol. 2. Greenwich, Connecticut: JAI Press, 1977.
