Detail How Much Will I Spend ? Factors Affecting Consumers' Estimates of Future Expense   Oleh:  Schwartz, Norbert ; Menon, Geeta ; Raghubir, Priya Jenis: Article from Bulletin/Magazine Dalam koleksi: JOURNAL OF CONSUMER PSYCHOLOGY vol. 6 no. 2 (1997), page 141-164. Topik: EXPENSES; consumer; future expense Ketersediaan Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ42.2 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada     Lihat Detail Induk Isi artikel Respondent in marketing surveys are often asked to estimate future expenses on products and services to assist marketers in arriving at market share forecasts. To estimate future expenses for products and services, respondents may use information about past expenses, information about past behavioural frequencies for a related behaviour or both if they are elicited prior to eliciting estimates of future expenses. To the extent that these sources of information are biased due to the manner in which they are elicited, subsequent estimates of future expense are biased. This article investigates the effect of response alternatives used to elicit behavioural frequencies on subsequent estimates of future expense related to the behaviour. Two experiments demonstrate that past and future expense estimates are affected by the range of response alternatives used to elicit a related behavioural frequency prior to eliciting the expense estimate. This effect holds, however only when the behaviour is irregular. Further, the relative use of past expenses versus behavioural frequencies to estimate future expenses is a function of the presence and range of response alternative used to elicit the behavioural frequency, the regularity of the behaviour, and the order in which these are elicited. The results emphasize that the importance of question sequencing in surveys is a function of the regularity of the target behaviour. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Kembali

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