Who Do We Know: Predicting the Interests and Opinions of the American Consumer

摘要: Marketing experts and novices made predictions about the activities, interests, opinions of American consumer. Predictive accuracy was low overall, were no more accurate than everyday consumers in predicting consumer opinions. This occurred because (1) much similar to target population marketing (2) had difficulty consistently identifying other information beyond their own attitudes relevant population. For this task, could not overcome “information deficit” that accompanies being dissimilar typical