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Laboratory Experiments in Marketing: The Experimenter Effect

1967; SAGE Publishing; Volume: 4; Issue: 2 Linguagem: Inglês

10.1177/002224376700400204

1547-7193

M. Venkatesan,

Psychology of Social Influence

Research findings in the experimental social psychology area indicate the phenomenon of the experimenter effect. Major research findings are reviewed, and implications for laboratory experiments in marketing are considered. Some measures are also suggested to reduce experimenter bias.