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Abstract
his characteristics is a prelude to identifying the causes of preference and the means by which it can be influenced. This study of consumer brand preference was an application of a model of consumer attitudes; the basic hypothesis was that measures specific to the preference alternatives, rather than more general measures such as those of socioeconomic and personality characteristics, would lead to successful predictions. While the approach is intuitively appealing and seemingly obvious, this study is the first to publicly present results from testing the hypothesis.
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