ASSESSING DEMAND ARTIFACTS IN CONSUMER RESEARCH - AN ALTERNATIVE PERSPECTIVE

In a recent insightful article on demand artifacts in consumer research, T.A. Shimp, E.M. Hyatt, and D.J. Snyder, using a 1989 article by J.J. Kellaris and A.D. Cox as backdrop, provided an appraisal of demand artifacts. In this article, we critically evaluate some of the assumptions and conclusions of Shimp et al.'s analysis of the extent to which demand artifacts might explain the 1982 results of G.J. Gorn as analyzed by Kellaris and Cox. In addition, we offer some useful suggestions for minimizing demand problems.