Morrison, Donald G.
September 1986
Marketing Science;Fall86, Vol. 5 Issue 4, p385
Academic Journal
William Infosino has made a number of valuable contributions to the Marketing Science community by publishing his article, "Forecasting New Product Sales from Likelihood of Purchase Ratings." Many studies collect purchase intentions data; very few of those ever follow up to see what consumers actually did and even fewer of those get published. Thus, Infosino has made a significant addition to the archives of available studies on the relation between purchase intentions and purchase behavior. The author particularly like Infosino's inclusion of the independent variables: promotion and distribution. He shows very nicely how these two variables mediate the relationship between intentions and behavior. The author now has more insight into why the existing intentions/behavior studies, which have not controlled for these variables vary so widely. The model proposed by Infosino contains a story that has a behavioral foundation and an intuitive appeal. However, the author does not see a very strong linkage between the model and the estimation.


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