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The Use of multiple methods to explore three-way person, brand, usage, situation interactions

Author: Dawar, Niraj ; Ratenshwar, S. ; Sawyer, G.INSEAD Area: MarketingIn: Advances in Consumer Research, vol. 19, no. 1, 1992 Language: EnglishDescription: p. 116-122.Type of document: INSEAD ArticleNote: Please ask the Library for this articleAbstract: Previous research on situational influences focused on product-usage context interactions and employed a single method. In contrast, our research investigated three-way interactions between person, product and usage context, and multiple methods were used. The results of three experiments provided converging evidence that males, in comparison to females, are less discriminating between sub-categories of soap and are more likely to cross-use brands in those sub-categories across different usage contexts
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Previous research on situational influences focused on product-usage context interactions and employed a single method. In contrast, our research investigated three-way interactions between person, product and usage context, and multiple methods were used. The results of three experiments provided converging evidence that males, in comparison to females, are less discriminating between sub-categories of soap and are more likely to cross-use brands in those sub-categories across different usage contexts

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