Menon, Geeta; Raghubir, Priya; Schwarz, Norbert - In: Journal of Consumer Research 22 (1995) 2, pp. 212-28
Marketing research surveys often elicit behavioral frequency reports. When estimating the number of times a respondent engages in a behavior, s/he may use information about the behavior stored in memory, information provided by the response context, or both. Based on an...