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Erschienen in:
2016 | OriginalPaper | Buchkapitel
Consumers’ Attitudes Toward Preshopping Activity: Measurement and Relationship to Price as a Shopping Goal
verfasst von : Irvin D. Reid
Erschienen in: Proceedings of the 1979 Academy of Marketing Science (AMS) Annual Conference
Verlag: Springer International Publishing
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This article investigates four alternative measures of shoppers’ attitudes toward the usefulness of preshopping activities in reducing food costs. Measures studied differed in the type and degree of aggregation among the different attitudinal items. Each attitudinal measure (or group of measures) was employed as the predictor variable(s) of shoppers’ price as a shopping goal and the proportions of explained variance were compared. Disaggregated measures had more common variance with the criterion measure than aggregated measures had with the latter.