TY  - JOUR
AB  - Examines the marketing problem of knowing what customers look for
in a product. Claims that for some product groups, consumers may
evaluate products and their characteristics differently from what is
expected, and that consumers may distort or bias their evaluation of
products in the marketplace. Reports on a study that suggests that
consumers may distort their evaluations of products on the basis of
beliefs about how certain product attributes should go together.
Finally, offers implications and recommendations in terms of how
marketers may address what is referred to as “systematic
distortion” of products.
VL  - 8
IS  - 2
SN  - 0736-3761
DO  - 10.1108/07363769110034965
UR  - https://doi.org/10.1108/07363769110034965
AU  - Elliott Kevin M.
AU  - Roach David W.
PY  - 1991
Y1  - 1991/01/01
TI  - Are consumers evaluating your products the way you think and hope they are?
T2  - Journal of Consumer Marketing
PB  - MCB UP Ltd
SP  - 5
EP  - 14
Y2  - 2024/04/25
ER  -