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Indigo On the Reliability and Predictive Validity of Purchase Intention Measures (Classic Reprint) | Erin Mills Town Centre
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Excerpt from On the Reliability and Predictive Validity of Purchase Intention Measures The purpose of the present paper is to report some further analyses and empirical applications of Morrison's model. We begin with a summary of the model, emphasizing its psychometric interpretation and correcting a minor error in one of the original equations. In the second section of the paper, we review the evidence available relating to two threats to the predictive validity of intention measures represented in Morrison's model: random measure ment error or unreliability and systematic error or bias. Some empirical esti mates of the reliability of a seven point intention scale are reported from a small scale test-retest study of new product concepts. An examination of the evidence on bias draws attention to possible differences in the properties of intention scales according to whether they are applied to generic durable goods, a brand of frequently purchased consumer products, or concept test stimuli. About the Publisher Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.
Excerpt from On the Reliability and Predictive Validity of Purchase Intention Measures The purpose of the present paper is to report some further analyses and empirical applications of Morrison's model. We begin with a summary of the model, emphasizing its psychometric interpretation and correcting a minor error in one of the original equations. In the second section of the paper, we review the evidence available relating to two threats to the predictive validity of intention measures represented in Morrison's model: random measure ment error or unreliability and systematic error or bias. Some empirical esti mates of the reliability of a seven point intention scale are reported from a small scale test-retest study of new product concepts. An examination of the evidence on bias draws attention to possible differences in the properties of intention scales according to whether they are applied to generic durable goods, a brand of frequently purchased consumer products, or concept test stimuli. About the Publisher Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.
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