Working Papers

Consumer Attitude Dynamics and Marketing Impact on Sales

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

Jan 1, 2010

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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