Mind the Gap
Measuring the Say-Do Gap between self-reported and actual consumer shopping behavior
Automobiles, travel, and groceries
The typical purchase cost and purchase frequency varies across these categories which we expected would impact the fidelity of consumer recall. Does the Say-Do Gap vary by category?
In all three categories, less than half of all Active Shoppers were "highly confident" about their recollection, but still answered. What does this say about the widening of the Say-Do Gap?
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