Modeling individual preference evolution and choice in a dynamic group setting

Murali Chandrashekaran, Beth A. Walker, James C. Ward, Peter H. Reingen

Research output: Contribution to journalArticle

20 Scopus citations

Abstract

Organizational buying and strategic marketing decisions often emerge from a messy process of belief accommodation and compromise. In a longitudinal field study, the authors investigate how the beliefs and preferences of individual actors in a collective decision developed and changed. This provides a rare opportunity to relate beliefs and social influence to articulated preferences, as well as to evaluate the basic assumptions that underlie persuasive arguments theory, a prominent theory of group polarization. Econometric models are employed to test proposed relationships between group processes and outcomes. A model incorporating both cognitive and social process variables accurately predicts 95% of the actors' top choices. The authors provide new insights for understanding the dynamics underlying group polarization and exploring group processes in marketing.

Original languageEnglish (US)
Pages (from-to)211-223
Number of pages13
JournalJournal of Marketing Research
Volume33
Issue number2
DOIs
StatePublished - May 1996

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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    Chandrashekaran, M., Walker, B. A., Ward, J. C., & Reingen, P. H. (1996). Modeling individual preference evolution and choice in a dynamic group setting. Journal of Marketing Research, 33(2), 211-223. https://doi.org/10.2307/3152148