Revision of consumer intention: Two models

James W. Gentry, James Shanteau

Research output: Contribution to journalArticlepeer-review


Two models of opinion revision, a Bayesian model and a proportional change model, are compared on their abilities to describe subjects' revisions of purchase intentions upon the receipt of consumer information. Both models were found to predict the revisions reasonably well, but the proportional change model performed significantly better.

Original languageEnglish (US)
Pages (from-to)241-247
Number of pages7
Issue number3
StatePublished - 1979
Externally publishedYes

ASJC Scopus subject areas

  • Strategy and Management
  • Management Science and Operations Research
  • Information Systems and Management


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