Bias and variability in purchase intention scales

“…The analysis of purchase intention by Wright and MacRae (2007) shows that purchase intentions for products exhibit biases and small confidence intervals will always result in individual inaccuracies. This highlights the importance of a larger sample size and the need to fit models against multiple data sets.…”

Section: Methodology and Empirical Analysismentioning

confidence: 99%

Price or performance? A probabilistic choice analysis of the intention to buy electric vehicles in European countries

2018

View full text Add to dashboard Cite

Price or performance? A probabilistic choice analysis of the intention to buy electric vehicles in European countries AbstractTraditional choice models perform poorly in understanding the determinants of the adoption of new products. First, data on pioneers and early adopters are biased towards specific performance characteristics of the product and the socio-demographic characteristics of the consumers. Second, surveys on the intention to buy underperform in detecting movements of those who do not intend to buy, who are the majority in the case of new products. Probabilistic choice models try to overcome this issue. By using survey data on electric vehicles, we theoretically contribute to this stream of literature and empirically estimate the impact of specific performance improvements and price reduction on the probability of consumers switching from non-intention to buy to intention to buy. Results show that price reduction is the most important triggering factor for the diffusion of electric vehicles, as it determines more than other factors the transition of consumers from the nonintention to the intention to buy an electric vehicle. The improvement in the driving range constitutes the second most important factor for low initial values of the stated intention to buy, while the possibility of recharging at home matters significantly more for consumers with high initial values of the stated intention to buy.

show abstract

“…Answers to the question are marked on an 11-point probability scale ranging from 0 to 10, where 0 denotes 'no chance, almost no chance (1 in 100)' and 10 denotes 'certain, almost practically certain (99 in 100)'. The Juster Scale is preferred over other purchasing intention measures, since it has been proven to be more reliable and precise, constituting a direct means to estimating real purchasing behaviour Wright and MacRae 2007).…”

Section: Empirical Estimation Of Brand Performance Measuresmentioning

confidence: 99%

Health claims as communication tools that enhance brand loyalty: The case of low-fat claims within the dairy food category

Krystallis

Chrysochou

2011

Journal of Marketing Communications

View full text Add to dashboard Cite

During the last decade a strong consumer interest has emerged for food products with health protecting or enhancing properties. In this connection, health claims are used as communication tools conveying the health message of a product and further constituting the means of a brand's differentiation strategy. Brands carrying a health claim are thus expected to have an advantage over their counterparts. In this study, we aim to investigate whether health claims, with emphasis on the low-fat claims, can act as a means to improve the performance of brands and further enhance their loyalty levels. Based on stated preference data using a purchase intention scale (i.e. Juster Scale), a set of Brand Performance Measures (BPMs) are empirically estimated to describe the market structure of two dairy product categories and their respective sub-categories that were defined according to health-related attributes: (a) fat content; (b) enrichment; and (c) way of processing. Then, the Dirichlet model's fit to the empirical data is examined, leading to the theoretical estimation of loyalty measures. Findings suggest that, on average, brands with a low-fat claim perform better in the market compared with their high-fat counterparts. Moreover, in comparison with other health-related attributes the fat content attribute exhibits slightly higher loyalty, signifying the importance of the 'low-fat' claim as a means of communication.

show abstract

Bias and variability in purchase intention scales

Cited by 74 publications

References 19 publications

Measuring the impact of positive and negative word of mouth on brand purchase probability

Measuring the impact of positive and negative word of mouth on brand purchase probability

Price or performance? A probabilistic choice analysis of the intention to buy electric vehicles in European countries

Health claims as communication tools that enhance brand loyalty: The case of low-fat claims within the dairy food category

Contact Info

Product

Resources

About