Marketing Papers

Document Type

Journal Article

Date of this Version

September 1991


Are those who are familiar with scientific research on consumer behavior better able to make predictions about phenomena in this field? Predictions were made for 105 hypotheses from 20 empirical studies selected from the Journal of Consumer Research. A total of 1,736 predictions were obtained from 16 academics, 12 practitioners, and 43 high school students: The practitioners were correct on 58.2 percent of the hypotheses, the students on 56.6 percent, and the academics on 51.3 percent. No group performed better than chance.


Postprint version. Published in Journal of Consumer Research, Volume 18, Issue 2, September 1991, pages 251-256.
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Date Posted: 23 May 2007

This document has been peer reviewed.