In line with the call for more PhD dissertations based on replication work (Reid, 1981), this thesis takes an established empirical generalisation and builds on it through replication and extension. The generalisation concerns the stability of individual's perceptual responses over time. While the accepted belief is that peoples' attitudes and brand beliefs are enduring and stable, in fact, on average, only about half of the people who give a response at one interview do so again at a second interview. This instability is in spite of the fact that, at an aggregate level, the results are steady across interviews (Castleberry, 1994; Dall'Olmo Riley, 1995). The empirical generalisation examined in this thesis states that the stability of a perceptual response (known as the repeat rate RR) is predictable, based on the initial proportion of respondents giving the response at the first interview (known as the response level RI). This has been noted in the Journal of Marketing Science as an important empirical generalisation with much scope for replication work (Ehrenberg, 1995).
| Identifer | oai:union.ndltd.org:ADTP/284087 |
| Date | January 2002 |
| Creators | Sharp, Anne |
| Source Sets | Australiasian Digital Theses Program |
| Language | EN-AUS |
| Detected Language | English |
| Rights | Copyright Anne Sharp 2002 |
Page generated in 0.0015 seconds