Memennamin, John L.; Windal, Pierre
September 1986
Marketing Science;Fall86, Vol. 5 Issue 4, p345
Academic Journal
The authors refer to an exciting period in the late 1960's and early 1970's when multidimensional scaling (MDS) was promising new horizons in understanding consumer perceptions. To business, the intriguing aspect of MDS at that time was the orientation towards hypothesis generation. The similarity and dissimilarity judgments which consumers were asked to make produced a representation of brand, product, activity, or sensory material relationships that were not constrained by the preconceived dimensional limits of corporate analysts and managers. Various activities, ranging from pleasurable to task-oriented, were rated in terms of their degree of similarity. It was discovered that while users and nonusers associated the use of fabric softeners with olfactory-like activities, nonusers were much more likely to also relate the usage of fabric softeners to chore-like activities. This finding had obvious promotional implications for expanding category usage. But the decision to act on the finding, or not, would be highly judgmental, as there would never be a short-term execution that could convert individuals' intent to enter the category.


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