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JOURNAL OF MARKETINGRESEARCH,FEBRUARY1972
72
Students
as
Subjects
in
Consumer
Behavior
Experiments
BEN M. ENIS,KEITHK. COX, and JAMESE. STAFFORD*
The use of students as subjects in studies of consumer behavior is widespread;1 entire classrooms of
potential respondents are readily available to academic
researchers at little or no cost. These respondents generally follow instructions rapidly and accurately, and the
researcher can claim (at times legitimately) that participating in such studies enriches the students' education.
But these advantages obscure the key question: do
student responses accurately reflect the behavioral patterns of other consumers? Few would deny that students
are consumers, but they typically are psychologically,
socially, and demographically different from other segments of the population. The consumer of interest in
many marketing studies is the housewife, but the respondents most convenient to marketing professors are,
largely, male, undergraduate business students. Are conclusions based on their responses valid when applied to
housewives?
The usefulness of student subjects depends, in part,
upon the context of the research-its problem, objectives, and hypotheses. It cannot be assumed that students are always used as surrogates for housewives. For
example, many research hypotheses can be checked on
any segment of consumers. Yet, the fact remains that
students are often used in consumer research studies
without regard to the potential validity of the findings.
Previous research in this area has been rather sparse.
Similarities between students' and housewives' answers
were reported in a dissonance reduction experiment
[6], and students and housewives had similar factor
loadings in a study of semantic differential evaluations
of two nationally known corporations [2]. In a study
involving home economics majors, the students' re* Ben M. Enis is Associate Professor of Marketing, Keith K.
Cox is Professor of Marketing, and James E. Stafford is Associate Professor of Marketing, University of Houston. An earlier
version of this paper was presented at the 1970 Fall Conference
of the American Marketing Association. The authors acknowledge constructive comments by conference participants and by
JMR reviewers.
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73
IN CONSUMER
STUDENTS
AS SUBJECTS
BEHAVIOR
EXPERIMENTS
the influence of informationalcues (price differentials and country of origin) upon consumers'preferences for physically identical glass goblets. Price
differentials were varied systematically for subgroups of housewives and students, and their preferences recorded on a five-point (assumed)interval
scale. There were two comparisonsbetween countries and three price levels for each comparison,
for a total of six questions.
The housewife respondents were contacted through
Ladies' Aid Societies of various religious groups in the
Houston area. Although the 282 housewives were not
randomly selected, the religious groups were chosen to
represent a geographic, ethnic, socioeconomic, and religious cross-section. The 210 students included in the
study attended classes on the given day, so their selection was not random. This limitation, however, is typical of many studies of consumer behavior. Each respondent was randomly assigned to one of the groups
for test treatments for each experiment.
Since each subject responded to 11 questions (5 ads
and 6 glassware preferences), there were 11 student/
housewife comparisons. The null hypothesis for each
comparison was that the responses did not differ significantly. The scale for each question was assumed to
be an interval scale, and mean scores were obtained for
the 94 housewives and 70 students assigned to each
treatment. The difference in response for each question
was measured via the t-test, adjusting where necessary
for unequal variances [3].
RESULTS
Results are summarized in the table below. The
housewives had generally more favorable impressions of
all ads except the integrated automobile ad. They exAND
OF STUDENTS'
COMPARISON
RESPONSES
HOUSEWiVES'
Mean response
difference
(housewivesstudents)
Stimulus
Lipstick advertisement
Integrated models
Caucasian models
Negro models
IMPLICATIONS
Level of
significance
.11
.21
.37
.25
.05
.49
.05
.20
Automobile advertisement
Caucasian models
Integrated models
.19
U. S. $2 less
Same price
U. S. $2 more
.17-
U. S. $2 less
Same price
U. S. $2 more
--.28
.38
.05
.43
.30
-.07
.05
.10
-
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74
FEBRUARY
1972
JOURNALOF MARKETING
RESEARCH,
domly selected, yet generalizationof results is desirable-a situation typical of many academic research studies. Basic methodologicalresearchmight
provide a more secure foundation for such uses of
statisticalsignificance.
3. How does the researcher know what level of significance to choose? The choice of level of signifi-
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