Affiliation:
1. College of Business Administration, Louisiana State University.
Abstract
A test-retest study of the reliability of 36 psychographic items was conducted for a one-year time interval with women subjects. Analysis revealed nine stable psychographic dimensions, some judged to define lasting personal characteristics and some apparently open to external influence during the test interval. Internal consistency analysis on the first set of dimensions showed that stochastic responses were present in both years. However, random responses to the six-point agreement-disagreement scale tended to be confined to one response category in the great majority of cases. Implications of these findings for the use of psychographics are discussed.
Subject
Marketing,Economics and Econometrics,Business and International Management
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