The effect of familiarity with the response category labels on item response to likert scales
Weijters, Bert Geuens, Maggie Baumgartner, Hans
Weijters, Bert
Geuens, Maggie
Baumgartner, Hans
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Publication Type
Journal article with impact factor
Editor
Supervisor
Publication Year
2013
Journal
Journal of Consumer Research
Book
Publication Volume
40
Publication Issue
2
Publication Begin page
368
Publication End page
381
Publication NUmber of pages
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Abstract
Nowadays, an increasing number of information technology tools are implemented in order to support decision making about marketing strategies and improve customer relationship management (CRM). Consequently, an improvement in CRM can be obtained by enhancing the databases on which these information technology tools are based. This study shows that data augmentation with situational variables of the purchase occasion can significantly improve purchasing behavior predictions for a home vending company. Three dimensions of situational variables are examined: physical surroundings, temporal perspective and social surroundings respectively represented by weather, time, and salesperson variables. The smallest, but still significant, increase in predictive performance was measured by enhancing the model with time variables. Besides the moment of the day, this study shows that the incorporation of weather variables, and more specifically sunshine, can also improve the accuracy of a CRM model. Finally, the best improvement in purchasing behavior predictions was obtained by taking the salesperson effect into account using a multilevel model.
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Keywords
Styles, Language, Alternatives, Marketing-Research, Rating-Scales, Words