TITLE

Preferences between Product Consultants: Choices vs. Preference Functions

AUTHOR(S)
Bither, Stewart W.; Wright, Peter
PUB. DATE
June 1977
SOURCE
Journal of Consumer Research;Jun77, Vol. 4 Issue 1, p39
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Preferences for alternative types of individuals sought out as product consultants in a new product evaluation task were studied. In an "overt choice" manipulation a strong preference for consultants similar on certain ability dimensions was demonstrated. These results were not replicated in a more sterile profile evaluation task setting.
ACCESSION #
4661704

 

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