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Brief vs. Comprehensive Descriptions in Measuring Intentions to Purchase

Author

Listed:
  • JS Armstrong

    (The Wharton School)

  • Terry Overton

Abstract

In forecasting demand for expensive consumer goods, direct questioning of potential consumers about their future purchasing plans has had considerable predictive success [1, 2, 4]. Any attempt to apply such 'intention to purchase' methods to forecast demand for proposed products or services must determine some way to convey product information to the potential consumer [3]. Indeed, all the prospective consumer knows about the product or service is what he may infer from the information given to him by the researcher. This paper presents a study of the effect upon intention to purchase of this seemingly crucial element—the extent and type of description of the new service. How extensive must the description of the new service be in order to measure intention to purchase?

Suggested Citation

  • JS Armstrong & Terry Overton, 2005. "Brief vs. Comprehensive Descriptions in Measuring Intentions to Purchase," General Economics and Teaching 0502032, University Library of Munich, Germany.
  • Handle: RePEc:wpa:wuwpgt:0502032
    Note: Type of Document - pdf; pages: 9
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    File URL: https://econwpa.ub.uni-muenchen.de/econ-wp/get/papers/0502/0502032.pdf
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    References listed on IDEAS

    as
    1. James Tobin, 1957. "On the Predictive Value of Consumer Intentions and Attitudes," Cowles Foundation Discussion Papers 41, Cowles Foundation for Research in Economics, Yale University.
    2. F. Thomas Juster, 1966. "Consumer Buying Intentions and Purchase Probability: An Experiment in Survey Design," NBER Books, National Bureau of Economic Research, Inc, number just66-2.
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    Cited by:

    1. J. S. Armstrong & R. Brodie, 2005. "Forecasting for Marketing," General Economics and Teaching 0502018, University Library of Munich, Germany.

    More about this item

    Keywords

    forecasting; purchase intentions;

    JEL classification:

    • A - General Economics and Teaching

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