| Title: |
Modeling Individual Preference Evolution and Choice in a Dynamic Group Setting. |
| Authors: |
Chandrashekaran, Murali1, Walker, Beth A.2, Ward, James C.2, Reingen, Peter H.2 |
| Source: |
Journal of Marketing Research (JMR). May96, Vol. 33 Issue 2, p211-223. 13p. 1 Diagram, 3 Charts. |
| Subject Terms: |
*Preference heterogeneity, *Group decision making, *Consumer behavior, *Econometrics, *Decision making, *Marketing research, *Consumer preferences, Purchasing -- Social aspects, Polarization (Social sciences) |
| Abstract: |
Organizational buying and strategic marketing decisions often emerge from a messy process of belief accommodation and compromise. In a longitudinal field study, the authors investigate how the beliefs and preferences of individual actors in a collective decision developed and changed. This provides a rare opportunity to relate beliefs and social influence to articulated preferences, as well as to evaluate the basic assumptions that underlie persuasive arguments theory, a prominent theory of group polarization. Econometric models are employed to test proposed relationships between group processes and outcomes. A model incorporating both cognitive and social process variables accurately predicts 95% of the actors' top choices. The authors provide new insights for understanding the dynamics underlying group polarization and exploring group processes in marketing. [ABSTRACT FROM AUTHOR] |
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| Database: |
Business Source Complete |
Full Text from JSTOR