Prediction of Consumer Behavior by Experts and Novices
9 Pages Posted: 19 Aug 2008
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Prediction of Consumer Behavior by Experts and Novices
Journal of Consumer Research, Vol. 18, pp. 251-256, 1991
Number of pages: 9
Posted: 19 Aug 2008
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Prediction of Consumer Behavior by Experts and Novices
Journal of Consumer Research, Vol. 18, pp. 251-256, September 1991
Posted: 08 Feb 2005
Last Revised: 01 Jan 2012
Abstract
Are those who are familiar with scientific research on consumer behavior better able to make predictions about phenomena in this field? Predictions were made for 105 hypotheses from 20 empirical studies selected from Journal of Consumer Research. A total of 1,736 predictions were obtained from 16 academics, 12 practitioners, and 43 high school students: The practitioners were correct on 58.2 percent of the hypotheses, the students on 56.6 percent, and the academics on 51.3 percent. No group performed better than chance.
Suggested Citation: Suggested Citation
Armstrong, J. Scott, Prediction of Consumer Behavior by Experts and Novices. Journal of Consumer Research, Vol. 18, pp. 251-256, 1991, Available at SSRN: https://ssrn.com/abstract=1232569
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