, Cam RUNGIE
, Francesca DALL'OLMO RILEY
, Donald G. MORRISON
and Tirthankar ROY
Cam RUNGIE: School of Marketing, University of South Australia
Francesca DALL'OLMO RILEY: School of Marketing, Kingston University Business School
Donald G. MORRISON: The Anderson School at UCLA
Tirthankar ROY: University of Michigan Business School
Abstract: On average, respondents who give a positive answer to a binary free choice attitude question are NOT more likely, if surveyed again, to respond positively than to response negatively. However, stronger brands obtain more repeated positive answers. Our model shows why these two effects have to happen, even though all brands in a category benefit from the same reliability.
34 pages, July 1, 2001
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