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An examination of the validity of direct product perceptions
Author(s) -
Johnson Michael D.,
Home David A.
Publication year - 1992
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.4220090305
Subject(s) - perception , psychology , product (mathematics) , competitor analysis , space (punctuation) , external validity , social psychology , class (philosophy) , advertising , marketing , computer science , mathematics , business , artificial intelligence , geometry , neuroscience , operating system
The validity of a class of direct product perceptions is examined. Consumers recorded their perception of different products directly within exisiting spatial or treelike representations of the products' competitors. A conceptual model is developed that describes consumers' ability to provide direct perceptions within both space and tree representations for both brands and product categories. An empirical study is reported which supports the model and the validty of the recorded perceptions.