An 11-point scale for use in variance among the subsequent behavior of the judges as was the shorter scale. In addition, the mean value of the probability distribution for the 800 respondents on the 11-point scale provided a better estimate of the purchase rate for this group than the short scale. Day et al. (1991) concluded that Juster’s 11-point purchase probability scale provides substantially better predictions of purchase behavior than intention scales. They based their conclusion on the evidence from their two New Zealand studies and prior research by Juster (1966), Byrnes (1964), Stapel (1968), and Gabor and Granger (1972).
- Juster, F. T. (1964), Anticipations and Purchases: An
Analysis of Consumer Behavior. Princeton, N. J.: Princeton University
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purchase probability: An experiment in survey design,” Journal of the
American Statistical Association, 61, 658-696.
- Byrnes, J. C.
(1964), “Consumer intentions to buy,” Journal of Advertising
Research, 4, 49-51.
- Stapel, I. (1968), “Predictive attitudes,” in L. Adler
& I. Crespi (eds.), Attitude Research on the Rocks. Chicago: American
Marketing Association, 96-115.
- Gabor, A. & C. W. J. Granger (1972), “Ownership and
acquisition of consumer durables: Report on the Nottingham consumer durables
project,” European Journal of Marketing, 6 (4),