TAILIEUCHUNG - ADJUSTING STATED INTENTION MEASURES TO PREDICT TRIAL PURCHASE OF NEW PRODUCTS: A COMPARISON OF MODELS AND METHODS

This emphasis on the spectacular and exotic, consistent with an oppositional or marginal view of the consumer, is often also emphasised in academic writing on counterfeiting. Consumers of counterfeits are often represented through anecdotal narratives which serve as a proxy for deeper understanding of consumer motivations. For example, Lasica (2005) illustrates his work with case studies which potentially confuse everyday users with vanguard consumers. This encourages the consumption of counterfeits to be symbolically overwritten with various meanings, for example, as associated with the hacker ethic. This again reinforces the separateness of the individual from others: they are. | . Research Notes AND Communications LINDA F. JAMIESON and FRANK M. BASS Several of the largest marketing research suppliers estimate that 70 to 90 of their clients use purchase intention scales in some form on a regular basis. Though there have been many studies of purchase intention relatively few researchers have tried to relate purchase intention to actual purchase behavior. Those who have attempted to relate the two often have found substantial variation between stated intention and actual behavior. The authors have collected what they believe is the largest and most comprehensive database on purchase intention and actual purchase behavior for new products yet developed. They use different models in a comparison of predictive accuracy when stated intentions data are adjusted by separate perceptions of products such as willingness to consult others before purchase affordability liking and availability. Adjusting Stated Intention Measures to Predict Trial Purchase of New Products A Comparison of Models and Methods The collection of purchase intentions data in marketing research has become routine. However knowledge of the relationship between purchase intentions and actual purchase behavior is rudimentary at best. Developing knowledge of this relationship is especially im Linda F Jamieson IS Assistant Professor of Marketing College of Business Administration Northeastern University Frank M Bass is Eugene McDermott Professor of Management University of Texas at Dallas. The authors express appreciation to Jack Taylor and Gordon Wyner of M A R C for their support advice and counsel and to anonymous JMR reviewers for their helpful comments and suggestions portant for new products the area in which knowledge is least available. We have collected what we believe is the largest and most comprehensive database on purchase intention and actual purchase behavior for new products yet developed. Much of the routine collection of purchase intentions data in marketing research

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