Using Laboratory Brand Preference Scales to Predict Consumer Brand Purchases

Edgar Pessemier, Philip Burger, Richard Teach and Douglas Tigert
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Edgar Pessemier: Purdue University
Philip Burger: Northwestern University
Richard Teach: State University of New York at Buffalo
Douglas Tigert: University of Toronto

Management Science, 1971, vol. 17, issue 6, B371-B385

Abstract: Laboratory measures of brand preferences and survey measures of demographic, media exposure, attitudinal, activity and opinion characteristics of individual consumers have been combined to predict brand purchases in the market. Brands in the tooth paste, liquid household cleaner and cake mix product categories were employed in a set of laboratory experiments. Preference scales derived from the experiments are used in three separate models to predict the subject's purchases recorded in seven months of diary data. The behavioral implications and predictive power of the models are interesting from both theoretical and applied points of view.

Date: 1971
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