Testing Cognitive Models through Computer-Controlled Experiments
Open Access
- 1 August 1971
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 8 (3), 291-297
- https://doi.org/10.1177/002224377100800302
Abstract
A computer-controlled experiment was used to test balance, reinforcement, and congruity models and to develop a new model to predict changes in buyers’ subjective probabilities after receiving new information. Subjective probability and attitude models were tested to determine their utility in studying buyers’ information processing.Keywords
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