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    The effect of familiarity with the response category labels on item response to likert scales

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    Publication type
    FT ranked journal article  
    Author
    Weijters, Bert
    Geuens, Maggie
    Baumgartner, Hans
    Publication Year
    2013
    Journal
    Journal of Consumer Research
    Publication Volume
    40
    Publication Issue
    2
    Publication Begin page
    368
    Publication End page
    381
    
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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.
    Keyword
    Styles, Language, Alternatives, Marketing-Research, Rating-Scales, Words
    Knowledge Domain/Industry
    Marketing & Sales
    DOI
    10.1086/670394
    URI
    http://hdl.handle.net/20.500.12127/4852
    ae974a485f413a2113503eed53cd6c53
    10.1086/670394
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