The Behavioral Score Approach to Dependent Variables

Bobby J. Calder*, Edward C. Malthouse

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

6 Scopus citations

Abstract

Theoretical explanation is most often confined to the independent or predictor variables in most consumer research. Consumer behavior itself is either not measured or measured as a single manifest variable, usually of the form, How/will you buy/use product - in a period of time? Dependent variables should be considered from a more theoretical point of view. To this end we develop an approach to dependent variables using behavior scores that span the theoretical domain of a behavior. We apply this approach to develop a specific measure of newspaper readership using data from a national sample of 37,000 consumers.

Original languageEnglish (US)
Pages (from-to)387-394
Number of pages8
JournalJournal of Consumer Psychology
Volume13
Issue number4
DOIs
StatePublished - 2003

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

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