Abstract
How the elicitation question wording suggested by Fishbein for determining relevant referents affects the set of relevant referents and how these sets differ in predicting Fishbein’s subjective norm were examined. Elicitation question wording affected the types of and frequency w.ith wh.ich referents were elicited. No differences in the ability of these sets to predict the subjective norm were found.
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© 2015 Academy of Marketing Science
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Glassman, M., Winn, R. (2015). Determining the Salience of Relevant Referents. In: Bellur, V. (eds) The 1980’s: A Decade of Marketing Challenges. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16976-7_6
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DOI: https://doi.org/10.1007/978-3-319-16976-7_6
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16975-0
Online ISBN: 978-3-319-16976-7
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