Varied Consumer Choice Behavior: A Theory, Some Empirical Results, and Their Practical ConsequencesJan 1, 1982 Edgar A. Pessemier and Leigh McAlister, 1982, 82-111
Proposes a theory of varied individual choice behavior and evaluates its key aspects through analysis of 450 subjects' responses to a detailed questionnaire.
A Multiple Exposure Study of the Effects of Comparative and Noncomparative Television Commercials on Cognitive Response, Recall, and Message AcceptanceJan 1, 1982 George E. Belch and Richard J. Lutz, 1982, 82-107
Presents findings of a laboratory experiment using cognitive response and hierarchy-of-effects measures of consumer response to comparative and noncomparative commercials.
Viewers’ Perceptions of Prime Time Television Advertising and Characteristics of Commercials Perceived as InformativeJan 1, 1981 David A. Aaker, Donald E. Bruzzone, and Donald Norris, 1981, 81-103
Factor analyzes data base consisting of mail survey evaluations of television commercial story boards; also evaluates relationship of perceived informativeness to 19 characteristics of commercials.
Life-Cycle Cost: A New Form of Consumer InformationJan 1, 1980 R. Bruce Hutton and William L. Wilkie, 1980, 80-116
Presents the findings of an experiment investigating the effects of supplying life cycle cost information about appliances to consumers.
Comparative Product Information and Its Interaction with Brand Name and Product TypeJan 1, 1980 Dennis L. McNeill and William R. Swinyard, 1980, 80-114
Presents results of an experimental study investigatin interactions of new information with existing information in consumers' information processing.
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