IDEAS home Printed from https://ideas.repec.org/a/inm/ormksc/v8y1989i1p78-88.html
   My bibliography  Save this article

Note—The Factor Structure of Multidimensional Response to Marketing Stimuli: A Comparison of Two Approaches

Author

Listed:
  • V. Srinivasan

    (Stanford University)

  • P. Vanden Abeele

    (Catholic University of Leuven)

  • I. Butaye

    (IMARA, Leuven)

Abstract

Factor Analysis is commonly used to reveal the structure underlying the multiple attributes that describe marketing stimuli. This paper provides a theoretical investigation and an empirical comparison of two approaches to Factor Analysis that are based on two different sources of variation in the input data. The “Among” Analysis is based on variation across marketing stimuli, while the “Within” Analysis is based on variation across individuals responding to the same marketing stimulus. We identify conditions under which one approach is superior to the other. If both approaches are applicable, we recommend the use of the “Total” analysis that pools the variation across stimuli and individuals. An empirical study, in the context of consumers' cognitive response to ads, shows that the Among Analysis results can be seriously distorted by differential familiarity with the ads so that it is important to partial out the spurious effects of familiarity.

Suggested Citation

  • V. Srinivasan & P. Vanden Abeele & I. Butaye, 1989. "Note—The Factor Structure of Multidimensional Response to Marketing Stimuli: A Comparison of Two Approaches," Marketing Science, INFORMS, vol. 8(1), pages 78-88.
    • Handle: RePEc:inm:ormksc:v:8:y:1989:i:1:p:78-88
    DOI: 10.1287/mksc.8.1.78
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1287/mksc.8.1.78
    Download Restriction: no
    File URL: https://libkey.io/10.1287/mksc.8.1.78?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:inm:ormksc:v:8:y:1989:i:1:p:78-88. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Asher (email available below). General contact details of provider: https://edirc.repec.org/data/inforea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.