Abstract
Empirical evidence is presented which supports the explicit consideration of situational factors in the study of consumer behavior. Situational variation of brand choice behavior and attitude is identified. The use of situation-specific measures in an attribute-based attitude model is found to increase the ability of the model to predict subsequent brand choice behavior as reported in a multiple wave survey.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
34 articles.
订阅此论文施引文献
订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献