Abstract
Empirical evidence is presented which supports the explicit consideration of situational factors in the study of consumer behavior. Situational variation of brand choice behavior and attitude is identified. The use of situation-specific measures in an attribute-based attitude model is found to increase the ability of the model to predict subsequent brand choice behavior as reported in a multiple wave survey.
Keywords
Situational ethicsVariation (astronomy)PsychologyConsumer behaviourSocial psychologyConsumer choiceAdvertisingMarketingBusiness
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Publication Info
- Year
- 1979
- Type
- article
- Volume
- 16
- Issue
- 1
- Pages
- 111-123
- Citations
- 142
- Access
- Closed
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Cite This
Kenneth E. Miller,
James L. Ginter
(1979).
An Investigation of Situational Variation in Brand Choice Behavior and Attitude.
Journal of Marketing Research
, 16
(1)
, 111-123.
https://doi.org/10.1177/002224377901600116
Identifiers
- DOI
- 10.1177/002224377901600116