Judgment-based estimations often are used in marketing decision making and as inputs to decision calculus models. An evaluation of different approaches to integrating individual judgments is performed in the context of a marketing situation where the “true” values being estimated are known. Experts identified by a simple external measure of expertise are found likely to provide better estimates, followed by groups participating in a Delphi process. Experts identified by self-rated confidence and interpersonal group consensus are not found likely to provide better estimates than the average of the initial judgments of the members of a group.

No abstract

No abstract

Little attention has been paid to ethical and social questions concerning the use of fear appeals in marketing. This article highlights some critical aspects of this controversial issue and suggests areas where research is needed.

Sensory perceptions of dimensionally simple stimuli composed of one or two objectively measurable attributes of flavor (sweet, sour) and color (red) were examined using multidimensional scaling analysis. In multiple experiments with women subjects (N = 20-30), high correlations (> .90) were found between the objectively measurable physical characteristics of the stimuli and the perceptual spaces obtained by multidimensional scaling analysis of expressed gustatory and visual perceptions. Correlations were highest for stimuli sets containing single attributes detected by either gustation or vision and decreased when more complex sensory attributes were presented.