Consumers Shopping Effort And Evaluation Of Store Image Attributes: The Roles Of Purchasing Involvement And Recreational Shopping Interest

Purchasing involvement and recreational shopping are two consumer characteristics associated with active shopping and information-seeking. This study examines how these characteristics influence consumers shopping effort and consumers importance ratings of department store attributes. Significant differences are found among highly involved consumers, minimally involved, consumers, and recreational shoppers and between groups of consumers classified on the basis of these two characteristics. Public policy and research implications are discussed

An Exploration into the Scaling of Consumer Confidence: Dimensions, Antecedents, and Consequences

Investigated the structure of consumer confidence to uncover the determinants of confidence and to evaluate the effects of consumer confidence on product use during conditions of uncertain product quality. A causal model was proposed to test the relationships among the elements of consumer confidence and the determinants of that confidence. Analysis of the model suggested that attitudinal confidence is a construct with 3 dimensions: attitudinal intensity, attitudinal certainty, and social consensus. Results from the model, tested among 462 university students, suggest that these dimensions tap 2 independent sources of conviction: attitudinal certainty and attitudinal intensity. The causal model suggests several possible determinants of the elements of consumer confidence. One proposed antecedent, the perceived resistance of the attitude, was influential in affecting consumer confidence

Constructing Marketing Examinations that are Reliable and Valid Measures of Student Performance

Proposes a simple and systematic six-step procedure for constructing marketing examinations that are reliable and valid measures for student performance. Methodology for developing valid examination questions; Example of item analysis and interpretation of a sample quiz; Summary and conclusions