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A comprehensive buyer behavior model is examined in the context of a test market study utilizing a specially designed panel. The analysis uses both full-model cross-sectional and longitudinal procedures. Improvements for the hypothesized model are suggested, as well as implications for buyer behavior theories in general.

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Some Empirical Contributions to Buyer Behavior Theory

  • 章节

  • 发表日期：

    2026年

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  • Donald R. Lehmann,
  • Terrence V. O’Brien,
  • John U. Farley,
  • John A. Howard

摘要

A comprehensive buyer behavior model is examined in the context of a test market study utilizing a specially designed panel. The analysis uses both full-model cross-sectional and longitudinal procedures. Improvements for the hypothesized model are suggested, as well as implications for buyer behavior theories in general.