The Use of Memory and Contextual Cues in the Formation of Behavioral Frequency Judgments

Abstract

Surveys often ask for the frequencies with which people engage in different behaviors. For example, a national consumer survey that attempts to capture the purchasing and lifestyle trends of consumers asks its respondents the frequency with which they go on weight-reducing diets. Further, the survey also elicits information such as the frequency of consumption of various products such as regular and diet soda, chocolate bars, yogurt, and artificial sweeteners. By coupling this information with respondents' opinions on various diet and nutrition statements, marketers may arrive at judgments of market-size and brand-share forecasts. Furthermore, they can uncover nutritional trends, design product tie-ins, and arrive at market segments based on usage occasion, psychographics, and, of course, demographics. Frequency judgments are a powerful tool for marketing managers and advertisers.