Journal of Marketing Research

In the past, marketing research has largely been restricted to tactical questions. However, with the advent of new techniques, marketing research can contribute directly to the development of strategic alternatives to current product marketing plans.

Recent advertising media models demand estimates of effects of repetitive exposures on consumers in particular advertising situations. A laboratory technique for providing such estimates is suggested, and a study using this technique indicates the need for significantly different repetition functions for different kinds of products, brand positions, advertising formats, and advertising goals. Further development of the technique is also indicated.

In this article consumer store choice preferences are linked to retail trading areas by a new measure of the forces of geographical competition in marketing. Initial examination suggests that existing methodology does not model the overlap between intraurban trading areas correctly. The new measure may also offer improved opportunities for the study of consumer propensity to search.

This article presents a formal test of the linear learning model in the context of store choice behavior, using 15 data sets involving three product classes. The model is used as a vehicle in understanding this aspect of consumer behavior. Ways in which marketing decision makers might use such models are considered.

This article presents a systems theory framework for predicting supermarkets’ yearly sales. Once calibrated, the model can be used to predict sales of a hypothetical store or changes in sales resulting from major road or store changes.

This article examines the effectiveness of a model of preference based on specific product attributes. The model is shown to be substantially more powerful than predictions based on demographics.

Changes in attitudes about a culturally controversial issue provide a first step toward the application of immunization techniques to marketing. The experimental conditions were immunization, source, and attack treatments and provide an extension of previous psychological experiments on culturally held truisms.

An evolutionary methodology is proposed to encourage successful implementation of management science models. An example is presented by a series of new product models.

A canonical analysis of the relationship of personality traits to product use patterns suggests that the association is significant and complex, involving probable interactions among traits.

This article compares, via synthetic data analysis, the performance of five different methods for scaling averaged dissimilarities data under conditions involving individual differences in “perception.” All methods perform well when no “degradation” of the (simulated) ratings is entailed. When the data are transformed to zero-one values—a procedure sometimes followed in applied studies—all procedures perform poorly compared to the no-degradation case. Implications of these results for scaling applications involving group solutions are discussed.

The amount and kind of advertising change during a campaign and the composite Weibull distribution are useful for clarifying advertising effects at any given moment. A number of examples are shown from data obtained from a series of telephone surveys during two sales campaigns for chocolate.

This panel study found a great deal of change in appliance brand awareness over six months. Further analysis indicated that spurious sources of change dominated true change. These findings have some important implications for researchers and managers using awareness change to evaluate marketing programs.