The effects of interaction on consumers' attitudes in focus groups
Version of Record online: 4 APR 2003
Copyright © 2003 Wiley Periodicals, Inc.
Psychology & Marketing
Special Issue: Radon: Appealing to Our Fears
Volume 20, Issue 5, pages 433–454, May 2003
How to Cite
Bristol, T. and Fern, E. F. (2003), The effects of interaction on consumers' attitudes in focus groups. Psychol. Mark., 20: 433–454. doi: 10.1002/mar.10080
- Issue online: 4 APR 2003
- Version of Record online: 4 APR 2003
- Oklahoma State University College of Business Administration
- R. B. Pamplin College of Business at Virginia Polytechnic Institute and State University
This article questions the use of focus groups for assessing consumer attitudes. A repeated-measures research design was used to determine whether the interaction and discussion among focus-group participants changed their attitudes. Experimental results indicate that focus-group participants' overall attitudes, beliefs, intentions to purchase, and preferences shifted from positions previously held. More attitude depolarization occurred in focus groups than in two benchmark methods, the nominal group technique and individual self-administered surveys. The output gained from focus-group interviews may generalize more to settings involving interpersonal rather than intrapersonal consumption or purchase processes. © 2003 Wiley Periodicals, Inc.