Does Measurement Influence Behavior: A Reassessment

The self-generated validity theory (Feldman and Lynch 1988) uses the following arguments: First, re-existing intentions may become more accessible in memory when the researcher asks the question. The measurement process thereby leads survey respondents to form judgments that they otherwise would not access in their memory or that they otherwise would not form. Second, higher relative accessibility of intentions, compared with other inputs for purchase decisions may make subsequent purchase behavior more consistent with prior intentions. A couple of studies provide support of the self-generated validity theory for public opinion (Simmons, Bickart, and Lynch 1993) and marketing research (Fitzsimons and Morwitz 1996; Morwitz and Fitzsimons 2004; Morwitz, Johnson, and Schmittlein 1993). While the self-generated validity theory may apply for high involvement products it does not seem to affect moderate and low involvement product categories.