A Comparative Analysis of Attitudinal Predictions of Brand Preference
Open Access
- 1 August 1973
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 10 (3), 262-269
- https://doi.org/10.1177/002224377301000306
Abstract
A comparison of cross-sectional methods of analysis of multi-attribute attitude models indicates striking differences in predictive power. Importance weights do not detract from prediction, and correlations of attitude with preference compare favorably with attitude-affect correlations found in social psychology.Keywords
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