Individual attitude variations over time

S. B. Castleberry, N. R. Barnard, T. P. Barwise, A. S C Ehrenberg, F. Dall’Olmo Riley

Research output: Contribution to journalArticlepeer-review

21 Scopus citations

Abstract

When consumers are re-interviewed about their attitudinal beliefs towards different brands, such as whether it “tastes nice” or is “good value for money”, only about half give the same response as before. This great variability of consumers' expressed attitude does not seem to reflect any systematic erosion of their liking of the brand, but merely a degree of as-if-random or stochastic variation.

Original languageEnglish (US)
Pages (from-to)153-162
Number of pages10
JournalJournal of Marketing Management
Volume10
Issue number1-3
DOIs
StatePublished - Apr 1994

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