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HOW WELL DOES THE 9‐POINT HEDONIC SCALE PREDICT PURCHASE FREQUENCY?
Author(s) -
ROSASNEXTICAPA M.,
ANGULO O.,
O'MAHONY M.
Publication year - 2005
Publication title -
journal of sensory studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.61
H-Index - 53
eISSN - 1745-459X
pISSN - 0887-8250
DOI - 10.1111/j.1745-459x.2005.00027.x
Subject(s) - scale (ratio) , consistency (knowledge bases) , carton , statistics , econometrics , rank (graph theory) , rating scale , point (geometry) , psychology , value (mathematics) , mathematics , advertising , business , geography , engineering , geometry , cartography , combinatorics , waste management
One hundred and one consumers assessed three strawberry‐flavored yogurts, using the 9‐point hedonic scale and a purchase intent scale, both blind and with their appropriate cartons. They were then monitored for a year, to determine whether their ratings had any predictive value for their purchase behavior. It was found that the highest rated yogurts tended to be the ones that were purchased during the year. Any correspondence between rank order of rating and of purchase frequency was negligible. Predictions were better when the yogurts were rated with their cartons. The ratings were a better predictor of purchase frequency than price. Various consistency measures were also made.