Resources Library by ANA

The role of beliefs and values in prediction of consumer choices

Predicting consumer behavior with attitude measures has not always been successful. It is proposed to deal directly with the attitude components. In this article one such approach is discussed. Consumer decisions are studied in simulated choice...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: Flemming Hansen

September 1, 1970

Classification of respondents by socio-economic characteristics

The measures of distance and similarity and the successive grouping of objects to families as well as their socio-demographic characterization are the result of a technique which is mainly intended as a synthetic method. We must ask you to understand...

Catalogue: ESOMAR/WAPOR Congress 1969

Authors: Eva Maria Hess, H. D. Asimus

June 15, 1969

Classification of respondents by socio-economic characteristics (German)

The measures of distance and similarity and the successive grouping of objects to families as well as their socio-demographic characterization are the result of a technique which is mainly intended as a synthetic method. We must ask you to understand...

Catalogue: ESOMAR/WAPOR Congress 1969

Authors: Eva Maria Hess, H. D. Asimus

June 15, 1969

Attitudes and consumer behaviour

In this article an attempt has been made to outline some features of an attitude theory. This can in itself fulfil a function in the company's communication planning. Here it has formed the starting point for some more concrete reflections on...

Catalogue: The European Marketing Research Review 1967

Author: Flemming Hansen

August 1, 1967

Post-testing and pre-testing consumer behavior caused by advertising

There is little sense in testing advertising efforts without having a theory about what advertising is supposed to do. It is equally without much sense to pre-test advertisements (or elements that would go into advertisements like themes, artwork,...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: Jan Stapel

Company: NIPO

June 15, 1967

The advertisement or the consumer? Which should we examine?

Most of the approaches were instituted when a simple conversion theory of advertising effectiveness was generally accepted. We now, however, have a more sophisticated view of consumer behaviour, and are beginning to accept that advertising may have...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works

Author: Gerald de Groot

June 15, 1967

In reply to mr. Stapel

Mr. Stapel has found a positive correlation between recall and behaviour. Now facts are facts and facts are holy. Let's further assume that his interpretation of what he found is correct. Now other researchers have done work on the relationship...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works

Author: John Knecht

June 15, 1967

Post testing and pre testing consumer behavior caused by advertising

There is little sense in testing advertising efforts without having a theory about what advertising is supposed to do. It is equally without much sense to pretest advertisements (or elements that would go into advertisements like themes, artwork,...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works

Author: Jan Stapel

Company: NIPO

June 15, 1967

What about consumer behavior and the behavioral sciences?

The implications are clear, if marketing men really are going to move from "cocksure ignorance" to "thoughtful uncertainty" about consumer motivation and behavior, they have no choice but to use experimental, observational and statistical methods to...

Catalogue: ESOMAR/WAPOR Conference 1965

Author: Steuart Henderson Britt

June 15, 1965