Brief Vs. Comprehensive Descriptions in Measuring Intentions to Purchase

Journal of Marketing Research, VIII, pp. 114-117, February 1971

9 Pages Posted: 9 Feb 2005 Last revised: 29 Jul 2008

See all articles by J. Scott Armstrong

J. Scott Armstrong

University of Pennsylvania - Marketing Department

Terry S. Overton

University of Pennsylvania - Marketing Department

Abstract

In forecasting demand for expensive consumer goods, direct questioning of potential consumers about their future purchasing plans has had considerable predictive success [1, 2, 4]. Any attempt to apply such intention to purchase methods to forecast demand for proposed products or services must determine some way to convey product information to the potential consumer [3]. Indeed, all the prospective consumer knows about the product or service is what he may infer from the information given to him by the researcher. This paper presents a study of the effect upon intention to purchase of this seemingly crucial element - the extent and type of description of the new service. How extensive must the description of the new service be in order to measure intention to purchase?

Keywords: Consumer goods, forecasting, measure purchase intention

Suggested Citation

Armstrong, J. Scott and Overton, Terry S., Brief Vs. Comprehensive Descriptions in Measuring Intentions to Purchase. Journal of Marketing Research, VIII, pp. 114-117, February 1971. Available at SSRN: https://ssrn.com/abstract=664161

J. Scott Armstrong (Contact Author)

University of Pennsylvania - Marketing Department ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States
215-898-5087 (Phone)
215-898-2534 (Fax)

HOME PAGE: http://marketing.wharton.upenn.edu/people/faculty/armstrong.cfm

Terry S. Overton

University of Pennsylvania - Marketing Department

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States

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