The low stability of brand-attribute associations is partly due to market research methodology

Using an experiment built into a longitudinal survey, we demonstrate that the low stability of consumers' brand-attribute associations [see Rungie, C., Laurent, G., Dall'Olmo Riley, F., Morrison, D.G., & Roy, T. (2005). Measuring and modeling the (limited) reliability of free choice attitude questions. International Journal of Research in Marketing, 22(3), 309–318.] can be partly explained by the prevailing methods used in market research, which...