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The Behavioral Score Approach to Dependent Variables
Author(s) -
Calder Bobby J.,
Malthouse Edward C.
Publication year - 2003
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1207/s15327663jcp1304_06
Subject(s) - variables , newspaper , sample (material) , psychology , econometrics , variable (mathematics) , audience measurement , product (mathematics) , point (geometry) , domain (mathematical analysis) , variation (astronomy) , statistics , advertising , mathematics , business , mathematical analysis , chemistry , geometry , physics , chromatography , astrophysics
Theoretical explanation is most often confined to the independent or predictor variables in most consumer research. Consumer behavior itself is either not measured or measured as a single manifest variable, usually of the form, How/will you buy/use product––in a period of time? Dependent variables should be considered from a more theoretical point of view. To this end we develop an approach to dependent variables using behavior scores that span the theoretical domain of a behavior. We apply this approach to develop a specific measure of newspaper readership using data from a national sample of 37,000 consumers.