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Using values to measure attitudes toward discontinuous innovation
Author(s) -
McQuarrie Edward F.,
Langmeyer Daniel
Publication year - 1985
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220020404
Subject(s) - measure (data warehouse) , psychology , adjective , value (mathematics) , product (mathematics) , social psychology , computer science , artificial intelligence , data mining , mathematics , statistics , geometry , noun
Discontinuous innovations pose special challenges to attitude measurement. The authors propose a solution which uses Rokeach's (1968) value terms to update Rosenberg's (1956) formulation. This values‐based approach solves problems associated with more conventional procedures based on beliefs or adjective checklists. A measure constructed according to this model was included in a mail questionnaire completed by 950 owners of personal computers. Analyses supportive of the validity of the values‐based attitude measure are reported, and an example is given of the practical utility of the technique. The values‐based approach is recommended when a general measure of attitude toward a highly involving product category is desired.