Resource title

The Self-generated validity of measured purchase intentions (RV of 2003/87/MKT)

Resource image

image for OpenScout resource :: The Self-generated validity of measured purchase intentions (RV of 2003/87/MKT)

Resource description

Purchase intentions are a widely used but biased indicator of future purchasing therefore, several methods have been developed to improve their predictive accuracy. However, these have focused on internal accuracy-the ability to forecast the behavior of consumers whose intentions were previously measured-rather than external accuracy-the ability to forecast the behavior of consumers whose intentions were not measured. This ignores the potentially important problem that part of the association between the intentions and behavior of a particular consumer may be caused by the measurement of intentions itself, a phenomenon called self-generated validity (Feldman and Lynch 1988). In this research, the authors offer a latent model that captures both the mere-measurement and self-generated validity effects of measured purchase intentions. Using data from three large-scale field studies, they find, as expected, that purchase intentions are better predictors of transactional and relational purchasing behaviors for consumers whose intentions were measured than for consumers whose intentions were not measured. These results have implications for measurement reactivity research and for survey research in general.

Resource author

Resource publisher

Resource publish date

Resource language

en

Resource content type

application/pdf

Resource resource URL

http://flora.insead.edu/fichiersti_wp/inseadwp2004/2004-26.pdf

Resource license

Copyright INSEAD. All rights reserved