For the period between January 1999

For the period between January 1999 and May 2006, we analyze data for the six major brands in each of the four categories, bottled juice, bottled water, cereals, and shampoos. The broad nature of our dataset allows us to investigate whether the extent to which attitude metrics affect sales varies across brands and products. Specifically, as a first validation of our model we verify whether “sales conversion”, i.e. the extent to which attitudes translate into purchase behavior (Berger and Mitchell 1989), differs between higher versus lower involvement purchase