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Prediction of choice in a technically complex, essentially intangible, highly experiential, and rapidly evolving consumer product
Author(s) -
Nataraajan Rajan
Publication year - 1993
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.4220100502
Subject(s) - theory of reasoned action , conjoint analysis , experiential learning , product (mathematics) , action (physics) , psychology , marketing , consumer choice , social psychology , microeconomics , economics , business , mathematics education , mathematics , preference , geometry , physics , quantum mechanics
This study compares the effectiveness of the theory of reasoned action, the most well known attitudinal approach, with that of traditional conjoint analysis, the most popular utilitarian approach, in predicting choice among real brands of word processing software. Results suggest that traditional conjoint analysis has a significantly higher first choice hit rate than the theory of reasoned action. With products such as word processing software, a utilitarian approach may be better than an attitudinal approach for predicting consumer choice. © 1993 John Wiley & Sons, Inc.