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Current Issues and Research in Advertising Volume 10, 1987 - Issue 1-2
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Issue 1: Original Research and Theoretical Contributions: Theory, Practice, and Current Developments

Consumer “Act-Good” Responses in Pre-Tests and Subsequent Sales

Robert Hopkins
Pages 1-38 | Published online: 18 May 2012
 
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Abstract

Consumer pretest methods have been developed that appear to achieve accurate sales forecasts. Evidence so far is limited to small bodies of data, but behaviorist theory appears to account for the accuracy.

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