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The validity of a class of direct product perceptions is examined. Consumers recorded their perception of different products directly within existing spatial or treelike representations of the products’ competitors. A conceptual model is developed that describes consumers’ ability to provide direct perceptions within both space and tree representations for both brands and product categories. An empirical study is reported which supports the model and the validity of the recorded perceptions.


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© Wiley. Final version published as: Johnson, M. D., & Horne, D. A. (1992). An examination of the validity of direct product perceptions. Psychology & Marketing, 9(3), 221–235. doi: 10.1002/mar.4220090305
Reprinted with permission. All rights reserved.

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