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ERIC Number: EJ1017540
Record Type: Journal
Publication Date: 2013
Pages: 17
Abstractor: As Provided
ISSN: ISSN-0033-2933
Say-Do Correspondence in Brand Choice: Interaction Effects of Past and Current Contingencies
Porto, Rafael Barreiros; Oliveira-Castro, Jorge M.
Psychological Record, v63 n2 p345-362 Spr 2013
Not much is known about the interaction effects between current and past contingencies. At the brand level, consumers may or may not buy exactly what they bought or intended to buy on their last shopping trip, and this could be due to differences in the behavioral contingencies. The main purpose of this article was to examine possible relations between what consumers say about the brands they bought last and what they intend to buy, which is a way of measuring part of their learning history with brands, and their actual purchases, taking into account the programmed reinforcement contingencies (marketing strategies) at the point of sale. With a quasiexperimental procedure at a typical retail store, results showed, in general, that current and past contingencies interact and have different impacts on say-do correspondence, which can be explained by the behavioral perspective model of consumer behavior.
Southern Illinois University Carbondale. Mailcode 4609, Rehabilitation Institute, Carbondale, IL 62901-4609. Tel: 618-536-7704; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Brazil
Grant or Contract Numbers: N/A