Prediction of Consumer Behavior by Experts and Novices

J. Armstrong

MPRA Paper from University Library of Munich, Germany

Abstract: Are those who are familiar with scientific research on consumer behavior better able to make predictions about phenomena in this field? Predictions were made for 105 hypotheses from 20 empirical studies selected from Journal of Consumer Research. A total of 1,736 predictions were obtained from 16 academics, 12 practitioners, and 43 high school students: The practitioners were correct on 58.2 percent of the hypotheses, the students on 56.6 percent, and the academics on 51.3 percent. No group performed better than chance.

Keywords: consumer behavior; marketing (search for similar items in EconPapers)
JEL-codes: D12 M3 (search for similar items in EconPapers)
Date: 1991-09
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Citations: View citations in EconPapers (10)

Published in Journal of Consumer Research 18 (1991): pp. 251-256

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Related works:
Journal Article: Prediction of Consumer Behavior by Experts and Novices (1991)
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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:81687

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