Does Measurement Influence Behavior: A Reassessment

Marcus Schmidt

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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.
Original languageEnglish
Title of host publicationProceedings of the 13th International Marketing Trends Conference 2014
EditorsJean-Claude Andreani, Umberto Collesei
Number of pages8
Place of PublicationParis
PublisherMarketing Trends Association
Publication date2014
ISBN (Print)9782953281127
Publication statusPublished - 2014
EventThe 13th International Marketing Trends Conference - Venice, Italy
Duration: 24 Jan 201425 Jan 2014
Conference number: 13


ConferenceThe 13th International Marketing Trends Conference
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