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Measuring and modeling the (limited) consistency of free choice attitude questions


  • LAURENT, Gilles
  • RUNGIE, Cam

    (School of Marketing, University of South Australia)

  • DALL'OLMO RILEY, Francesca

    (School of Marketing, Kingston University Business School)

  • MORRISON, Donald G.

    (The Anderson School at UCLA)

  • ROY, Tirthankar

    (University of Michigan Business School)


On average, respondents who give a positive answer to a binary free choice attitude question are NOT more likely, if surveyed again, to respond positively than to response negatively. However, stronger brands obtain more repeated positive answers. Our model shows why these two effects have to happen, even though all brands in a category benefit from the same reliability.

Suggested Citation

  • LAURENT, Gilles & RUNGIE, Cam & DALL'OLMO RILEY, Francesca & MORRISON, Donald G. & ROY, Tirthankar, 2001. "Measuring and modeling the (limited) consistency of free choice attitude questions," HEC Research Papers Series 735, HEC Paris.
  • Handle: RePEc:ebg:heccah:0735

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    References listed on IDEAS

    1. Manohar U. Kalwani & Donald G. Morrison, 1977. "A Parsimonious Description of the Hendry System," Management Science, INFORMS, vol. 23(5), pages 467-477, January.
    2. Lee Cronbach, 1951. "Coefficient alpha and the internal structure of tests," Psychometrika, Springer;The Psychometric Society, vol. 16(3), pages 297-334, September.
    3. Manohar U. Kalwani & Alvin J. Silk, 1982. "On the Reliability and Predictive Validity of Purchase Intention Measures," Marketing Science, INFORMS, vol. 1(3), pages 243-286.
    4. Frank M. Bass & Abel Jeuland & Gordon P. Wright, 1976. "Equilibrium Stochastic Choice and Market Penetration Theories: Derivations and Comparisons," Management Science, INFORMS, vol. 22(10), pages 1051-1063, June.
    5. Fisher, Franklin M, 1970. "Tests of Equality Between Sets of Coefficients in Two Linear Regressions: An Expository Note," Econometrica, Econometric Society, vol. 38(2), pages 361-366, March.
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    More about this item


    survey reliability; attitude measurement; stochastic models; beta-binomial model; brand image; market research;

    JEL classification:

    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory

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