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 Citations (Scopus)

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
StatePublished - May 1996
Externally publishedYes

Fingerprint

Modeling
Group dynamics
Individual preferences
Group processes
Group polarization
Cognitive processes
Econometric models
Strategic marketing
Process variables
Compromise
Social processes
Social influence
Marketing
Accommodation
Field study

ASJC Scopus subject areas

  • Business and International Management
  • Marketing
  • Economics and Econometrics

Cite this

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.

Modeling individual preference evolution and choice in a dynamic group setting. / Chandrashekaran, Murali; Walker, Beth A.; Ward, James C.; Reingen, Peter H.

In: Journal of Marketing Research, Vol. 33, No. 2, 05.1996, p. 211-223.

Research output: Contribution to journalArticle

Chandrashekaran, M, Walker, BA, Ward, JC & Reingen, PH 1996, 'Modeling individual preference evolution and choice in a dynamic group setting', Journal of Marketing Research, vol. 33, no. 2, pp. 211-223.
Chandrashekaran M, Walker BA, Ward JC, Reingen PH. Modeling individual preference evolution and choice in a dynamic group setting. Journal of Marketing Research. 1996 May;33(2):211-223.
Chandrashekaran, Murali ; Walker, Beth A. ; Ward, James C. ; Reingen, Peter H. / Modeling individual preference evolution and choice in a dynamic group setting. In: Journal of Marketing Research. 1996 ; Vol. 33, No. 2. pp. 211-223.
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