Consumer Evaluations of Competing Brands: Perceptual versus Predictive Validity
This study applies the concepts of consumer predictive and confidence values of information to consumer evaluations of food quality. Examining hypothetical findings from a thought experiment, the study offers advances in cue utilization, predictive validity, and achievement of consumer's percei...
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| Format: | Journal Article |
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John Wiley & Sons, Inc.
2012
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| Online Access: | http://hdl.handle.net/20.500.11937/18150 |