Revision of consumer intention: Two models

James W Gentry and James Shanteau

Omega, 1979, vol. 7, issue 3, 241-247

Abstract: Two models of opinion revision, a Bayesian model and a proportional change model, are compared on their abilities to describe subjects' revisions of purchase intentions upon the receipt of consumer information. Both models were found to predict the revisions reasonably well, but the proportional change model performed significantly better.

Date: 1979
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