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The Effect of Measuring Intent on Brand-Level Purchase Behavior

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  • Fitzsimons, Gavan J
  • Morwitz, Vicki G

Abstract

Previous research has demonstrated that merely asking consumers purchase intent questions has a significant impact on their actual purchase incidence in the category. Our article extends this research to explore the impact of the "mere-measurement" effect at the brand level. We hypothesize that there are predictable patterns of brand-level purchase effects that depend on whether a consumer has previously made a purchase in the product category. The results demonstrate that current owners of cars are more likely to repurchase the brands they currently own when they are asked intent questions. In addition, the purchase behavior of current car owners is more consistent with their brand attitudes when they are asked intent questions. First-time car buyers, on the other hand, are more likely to purchase brands that have large market shares when asked intent questions. Finally, we discuss both the implications of these results and opportunities for future research. Copyright 1996 by the University of Chicago.

Suggested Citation

  • Fitzsimons, Gavan J & Morwitz, Vicki G, 1996. "The Effect of Measuring Intent on Brand-Level Purchase Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 23(1), pages 1-11, June.
    • Handle: RePEc:oup:jconrs:v:23:y:1996:i:1:p:1-11
    DOI: 10.1086/209462
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    Cited by:

    1. Denis Darpy, 2000. "Consumer Procrastination and Purchase Delay," Post-Print hal-01517108, HAL.
    2. Xiaojing Dong & Ramkumar Janakiraman & Ying Xie, 2014. "The Effect of Survey Participation on Consumer Behavior: The Moderating Role of Marketing Communication," Marketing Science, INFORMS, vol. 33(4), pages 567-585, July.
    3. John Robert Warren & Andrew Halpern-Manners, 2012. "Panel Conditioning in Longitudinal Social Science Surveys," Sociological Methods & Research, , vol. 41(4), pages 491-534, November.
    4. repec:dau:papers:123456789/4262 is not listed on IDEAS
    5. Thales Teixeira & Rosalind Picard & Rana el Kaliouby, 2014. "Why, When, and How Much to Entertain Consumers in Advertisements? A Web-Based Facial Tracking Field Study," Marketing Science, INFORMS, vol. 33(6), pages 809-827, November.
    6. Shathees Baskaran & Salahuddin Ahmad Ayob & Ng Chun Howe & Nomahaza Mahadi, 2017. "Understanding Purchase Intention of Ready-to-Eat Food among Malaysian Urbanites: A Proposed Framework," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(11), pages 566-579, November.
    7. Armstrong, J. Scott & Morwitz, Vicki G. & Kumar, V., 2000. "Sales forecasts for existing consumer products and services: Do purchase intentions contribute to accuracy?," International Journal of Forecasting, Elsevier, vol. 16(3), pages 383-397.
    8. Voorhees, Clay M. & Fombelle, Paul W. & Gregoire, Yany & Bone, Sterling & Gustafsson, Anders & Sousa, Rui & Walkowiak, Travis, 2017. "Service encounters, experiences and the customer journey: Defining the field and a call to expand our lens," Journal of Business Research, Elsevier, vol. 79(C), pages 269-280.
    9. Md. Monirul Islam & Fathema Farjana Hani, 2021. "Hopes and reality: consumers’ purchase intention towards whitening cream," Future Business Journal, Springer, vol. 7(1), pages 1-12, December.
    10. Sun, Baohong & Morwitz, Vicki G., 2010. "Stated intentions and purchase behavior: A unified model," International Journal of Research in Marketing, Elsevier, vol. 27(4), pages 356-366.
    11. Teas, R. Kenneth & Laczniak, Russell N., 2004. "Measurement process context effects in empirical tests of causal models," Journal of Business Research, Elsevier, vol. 57(2), pages 162-174, February.
    12. Agarwal Sanjeev & Teas R. Kenneth, 2005. "Measurement Context Effects in Telephone-Survey-Based Tests of Causal Models," Review of Marketing Science, De Gruyter, vol. 3(1), pages 1-24, July.
    13. Omar Merlo & Andreas B. Eisingerich & Wayne D. Hoyer, 2024. "Immunizing customers against negative brand-related information," Journal of the Academy of Marketing Science, Springer, vol. 52(1), pages 140-163, January.
    14. Johanna Peetz & Melanie Simmons & Jingwen Chen & Roger Buehler, 2016. "Predictions on the go: Prevalence of spontaneous spending predictions," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 11(1), pages 48-61, January.
    15. repec:cup:judgdm:v:11:y:2016:i:1:p:48-61 is not listed on IDEAS
    16. Abiodun Adegbile & David Sarpong, 2015. "Managerial Engagement with Scenario Planning: A Conceptual Consumption Approach," Foresight and STI Governance (Foresight-Russia till No. 3/2015), National Research University Higher School of Economics, vol. 9(4), pages 73-80.
    17. Liu, Wendy & Aaker, Jennifer L., 2008. "The Happiness of Giving: The Time-Ask Effect," Research Papers 1998, Stanford University, Graduate School of Business.
    18. Dikla Perez & Gal Oestreicher-Singer & Lior Zalmanson & Matthew Matan Rubin, 2023. "“No, Thanks”: How Do Requests for Feedback Affect the Consumption Behavior of Non-Compliers?," Marketing Letters, Springer, vol. 34(1), pages 83-97, March.
    19. So, Kevin Kam Fung & King, Ceridwyn & Hudson, Simon & Meng, Fang, 2017. "The missing link in building customer brand identification: The role of brand attractiveness," Tourism Management, Elsevier, vol. 59(C), pages 640-651.

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