Brief vs. comprehensive descriptions in measuring intentions to purchase
Postprint version. Published in Journal of Marketing Research, Volume 8, Issue 1, February 1971, pages 114-117. Reprinted with permission from the American Marketing Association. The author has asserted his/her right to include this material in ScholarlyCommons@Penn.
Introduction: In forecasting demand for expensive consumer goods, direct questioning of potential consumers about their future purchasing plans has had considerable predictive success [1, 2, 4]. Any attempt to apply such "intention to purchase" methods to forecast demand for proposed products or services must determine some way to convey product information to the potential consumer . Indeed, all the prospective consumer knows about the product or service is what he may infer from the information given to him by the researcher.
This paper presents a study of the effect upon intention to purchase of this seemingly crucial element—the extent and type of description of the new service. How extensive must the description of the new service be in order to measure intention to purchase?
J. Scott Armstrong and Terry Overton. "Brief vs. comprehensive descriptions in measuring intentions to purchase" Marketing Papers (1971).
Available at: http://works.bepress.com/j_scott_armstrong/85