Gilbride, Timothy; Yang, Sha; Allenby, Greg - In: Quantitative Marketing and Economics 3 (2005) 4, pp. 311-335
Responses to questions in a survey can reflect a behavior process that influences multiple response items. Respondent ratings of brand attributes, for example, can be affected by past purchases by making a brand more salient, or by respondents attributing higher performance to justify their...