What is it about?
When consumers buy more than one brand at the same time, do they follow the plan or buy more from other brands? This article explains what it happens.
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Why is it important?
It is the first study to demonstrate say-do correspondence in consumer purchases.
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This page is a summary of: What consumers say and do: planned and actual amounts bought in relation to brand benefits, Service Industries Journal, November 2011, Taylor & Francis,
DOI: 10.1080/02642069.2011.529607.
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