Best of intentions

September 2005
Marketing Management;Sep/Oct2005, Vol. 14 Issue 5, p5
This article discusses research being done on the relationship between purchase intentions and purchase behavior with reference to a study by Pierre Chandon et al which appeared in the April 2005 issue of the Journal of Marketing. The researchers developed a latent model of the reactive effects of measurement that is applicable to intentions, attitude, or satisfaction data. On average, the authors found that correlation between latent intentions and purchase behavior is 58% greater among surveyed consumers than it is among similar nonsurveyed consumers. An important implication is that commonplace procedures and models, that calibrate the relationship between intentions and behavior using the same sample of consumers, overestimate the association between intentions and behavior.


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