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Who Do We Know: Predicting the Interests and Opinions of the American Consumer
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Publications
Who Do We Know: Predicting the Interests and Opinions of the American Consumer
Who Do We Know: Predicting the Interests and Opinions of the American Consumer
SH
Stephen J. Hoch
Stephen J. Hoch
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1 December 1988
journal article
Published by
Oxford University Press (OUP)
in
Journal of Consumer Research
Vol. 15
(3)
,
315-324
https://doi.org/10.1086/209169
Abstract
Marketing experts and novices made predictions about the activities, interests, and opinions of the American consumer. Predictive accuracy was low ov
Keywords
INTERESTS
OPINIONS
DIFFICULTY
EVERYDAY
MARKETING
DEFICIT
AMERICAN
DISSIMILAR
EXPERTS
MADE
All Articles
Open Access
Cited by 69 articles