Self-Reports in Consumer Research

Kimberlee Weaver, Norbert Schwarz

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


A central goal of marketing research is to systematically gather information from consumers in order to adequately understand and ful ll their needs. In pursuit of this goal, researchers ask consumers to express their attitudes toward products (e.g., Do you feel that organic food tastes better than conventional food?), estimate their support for new products (e.g., If there was a service that allowed you to organize all your nancial information under one roof, would you use it?), and report their behaviors (e.g., How frequently have you visited the local mall in the past month?). Marketing managers use this survey information to make strategic decisions including forecasting demand and return-on-investment, identifying new areas for growth, gauging customer satisfaction, and segmenting the market.

Original languageEnglish
Title of host publicationHandbook of Consumer Psychology
PublisherTaylor and Francis
Number of pages22
ISBN (Electronic)9781136676215
ISBN (Print)9780805856033
StatePublished - 1 Jan 2018
Externally publishedYes

Bibliographical note

Publisher Copyright:
© 2008 by Taylor & Francis Group, LLC.

ASJC Scopus subject areas

  • General Psychology


Dive into the research topics of 'Self-Reports in Consumer Research'. Together they form a unique fingerprint.

Cite this