New Way to Measure Consumers’ Judgments

Taking a jet plane for a business appointment in Paris? Which of the two flights described below would you choose? A B-707 flown by British Airways that will depart within two hours of the time you would like to leave and that is often late in arriving in Paris. The plane will make two intermediate […]

by

Paul E. Green

and

Yoram (Jerry) Wind

by

Paul E. Green

and

Yoram (Jerry) Wind

From the Magazine (July 1975)

Taking a jet plane for a business appointment in Paris? Which of the two flights described below would you choose?

A version of this article appeared in the July 1975 issue of Harvard Business Review.

PG

Paul E. Green is S.S. Kresge Professor of Marketing at the Wharton School, University of Pennsylvania. Prior to joining the university in 1962, he spent 12 years in industry. His background is in mathematics and statistics, and his research interests are in measurement and data analysis as they apply to marketing behavior.
Yoram (Jerry) Wind is the Lauder Professor and a professor of marketing at the University of Pennsylvania’s Wharton School in Philadelphia. He is the coauthor of The Network Imperative: How to Survive and Grow in the Age of Digital Business Models.

New Way to Measure Consumers’ Judgments

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