Relationship of information-processing attitude structures to private brand purchasing behavior

  • Bettman J
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Abstract

VARIABLES RELATED TO CONSUMER INFORMATION-PROCESSING MODELS AND CONSUMER ATTITUDE STRUCTURES WERE USED TO DISCRIMINATE BETWEEN PRIVATE AND NONPRIVATE BRAND PURCHASERS. DISCRIMINANT ANALYSIS WAS USED TO DERIVE DISCRIMINANT FUNCTIONS AND TO CLASSIFY SUBJECTS. IN GENERAL, VARIABLES REFLECTING LOWER RISK AND GREATER INFORMATION WERE ASSOCIATED WITH PRIVATE BRAND CHOICES. APPROXIMATELY 80% OF THE SUBJECTS IN THE THREE PRODUCT CLASSES STUDIED WERE CORRECTLY CLASSIFIED. A SCRAMBLED SAMPLE VALIDATION PROCEDURE SHOWED THAT THESE RESULTS WERE NOT SPURIOUS. ARGUMENTS FOR THE GENERAL USEFULNESS OF AN INFORMATION-PROCESSING AND DECISION-STRUCTURE-ORIENTED APPROACH WERE ADVANCED.

Author-supplied keywords

  • consumer information-processing models & consumer attitude structures, private vs nonprivate brand purchasing behavior, housewives

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Authors

  • James R. Bettman

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