Preferences between Product Consultants: Choices vs. Preference Functions

Bither, Stewart W.; Wright, Peter
June 1977
Journal of Consumer Research;Jun77, Vol. 4 Issue 1, p39
Academic Journal
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.


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