Working Paper

Consumer Attitude Dynamics and Marketing Impact on Sales

Dominique M. Hanssens, Koen H. Pauwels, Shuba Srinivasan, and Marc Vanhuele

Jan 1, 2010

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Proposes four criteria for evaluating how well attitudinal metrics correspond to changes in purchasing behavior: sales conversion, potential, staying power, and responsiveness. Investigates how well three metrics—advertising awareness, consideration, and brand liking—scored for those criteria for a high involvement and a low involvement consumer goods category.

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