Relationship of information-processing attitude structures to private brand purchasing behavior
Used variables related to consumer information-processing models and consumer attitude structures to discriminate between private and nonprivate brand purchasers. Discriminant analysis was used to derive discriminant functions and to classify Ss (123 housewives). Variables reflecting lower risk and greater information were associated with private brand choices. Approximately 80% of the Ss in the 3 product classes studied (paper towels, aspirin, and margarine) were correctly classified. A scrambled sample validation procedure supported the results. Arguments for the general usefulness of an information-processing and decision-structure-oriented approach are presented. (15 ref) (PsycINFO Database Record (c) 2006 APA, all rights reserved). © 1974 American Psychological Association.
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