It Seems Like Only Yesterday : The Nature and Consequences of Telescoping Errors in Marketing Research  

Oleh:

Morwitz, Vicki G.

Jenis: Article from Bulletin/Magazine
Dalam koleksi: JOURNAL OF CONSUMER PSYCHOLOGY vol. 6 no. 1 (1997), page 1-30.
Topik: NATURE; nature; consequences; telescoping; marketing research

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ42.2 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

When asked to place the time of a past event, people have a systematic tendency to recall that recent events occured farther back in time (backward telescoping) and distant events occuref more recently (forward telescoping) than is actually the case. In this article, I provide a conceptual anlysis and an empirical examination of the extent of telescoping errors in marketing research and the implications of these errors. The result show that : a. on average, consumers underestimate the time since purchasing a durable good b. the magnitude of forward telescoping errors increases and the propensity to make backward telescxoping errors decreases with the time since purchase c. telescoping errors affect future purchase intentions, and d. telescoping biases vary across different demographic segments. A propositional inventory linking telescoping errors to product, respondent and situational factors is presented for future research

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