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Measuring purchase intentions: a generalization of mere measurement effects and extension to self-generated validity effects

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Measuring purchase intentions can trigger future purchasing (the mere measurement effect first studied by Morwitz, Johnson, and Schmittlein 1993). According to Feldman and Lynch (1988), it can also increase the association between intentions and future purchasing behaviors (the self-generated validity effect). In this paper, the authors first generalize past findings on the mere measurement effect by showing that their one-time transactional gains also lead to long-term relational benefits (accelerated purchases and higher customer profitability). They then offer a method for measuring and correcting self-generated validity effects, and apply it to three large-scale commercial studies measuring purchase intentions on a sub-sample of consumers. As expected, the authors find that purchase intentions are more predictive of subsequent purchasing for groups of consumers for whom purchase intentions were measured compared to control groups whose intentions were not measured. These results call into question the practice of extrapolating the findings from single-sample studies to non-surveyed consumers.

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en

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application/pdf

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http://flora.insead.edu/fichiersti_wp/inseadwp2003/2003-55.pdf

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Copyright INSEAD. All rights reserved