Evoked set size—Personality correlates and mediating variables
Journal of the Academy of Marketing Science · 1975 · Volume 3 · Issue 3
Abstract
A study is reported which presents some positive results in investigating the usefulness of a cognitive variable— ‘need for cognitive clarity,’ in explaining variations in evoked set magnitude among consumers when the mediating effects of consumer perceptions of performance risk and specific self-confidence were taken into account.
Keywords
Product Category, Product Class, American Market Association, Brand Awareness, Clarity Score
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