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
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 . 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
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