The Cognitive Algebra of the Parametric Marginal Desirability Model: A Research Note
John F. McElwee, Leonard J. Parsons
Journal of Marketing Research · 1977 · Volume 14 · Issue 2
DOI: 10.1177/002224377701400214
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.
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