Maximum versus meaningful discrimination in scale response: Implications for validity of measurement of consumer perceptions about products

Article Abstract:

The use of the number of response categories that are meaningful to respondents as a criterion in designing attribute rating scales in marketing is argued in contrast to a focus on using scales to maximize the discrimination elicited from respondents. The findings suggest that though the number of response categories in a scale influence scale response by eliciting finer discriminations with increases in the number of response categories, the number of meaningful categories for an attribute also influences attribute ratings.

Sales Management, Analysis, Consumer preferences

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Developing typologies of consumer motives for use of technologically based banking services

Article Abstract:

A survey sent to banking customers indicates that different consumer motivations led to use of different technological services. Technologies examined include debit cards, telephone banking, and automated teller machines.

United States, Psychological aspects, Banking industry, Technology application, Consumers

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