The Cognitive Algebra of the Parametric Marginal Desirability Model: A Research Note
Journal of Marketing ResearchPublished 1 May 1977
John F. McElwee, Leonard J. Parsons
Citations4
SJR quartileQ1
SJR score6.96
SNIP2.42
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Abstract
An asymmetric multiplying cognitive algebra is implied theoretically by the parametric marginal desirability model. When given a PMD task, a substantial percentage of consumers do employ the predicted cognitive algebra.
Keywords
Decision SciencesBusiness, Management and Accounting
Journal of Marketing ResearchCognitive Algebra in Multi-Attribute Attitude Models
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An analysis of variance paradigm applied to individual level data supports the multiplicative assumption of multi-attribute models and a single-attribute form of the Fishbein model is found to be superior to a similar version of the “adequacy-importance” model.