| Abstract: | Theoretical explanation is most often confined to the independent or predictor variables in most consumer research. Consumer behavior itself is either not measured or measured as a single manifest variable, usually of the form, How/will you buy/use product––in a period of time? Dependent variables should be considered from a more theoretical point of view. To this end we develop an approach to dependent variables using behavior scores that span the theoretical domain of a behavior. We apply this approach to develop a specific measure of newspaper readership using data from a national sample of 37,000 consumers. |
