This paper discusses a variety of interpretations of reliability as well as a number of reasons why reliability has received little emphasis in consumer behavior research.

This paradox can be partially explained by the fact that 'reliability' has a variety of meanings and definitions, and there is considerable controversy concerning the term. However, reliability, which is considered a necessary (but not sufficient) condition for the validity and value of research results and their interpretation, has received little emphasis in the consumer behavior literature. Lastly, the discussion centers on issues which have discouraged reliability estimation in consumer behavior research.Ĭonsumer behavior researchers are genuinely concerned with approaching their area of inquiry in a scientific fashion. Second, attention is given to the reformulation of reliability in terms of generalizability theory. First, traditional conceptual and operational definitions of reliability are discussed.

This paper is designed to provide the consumer behavior researcher with resources for better understanding reliability theory and estimation. RELIABILITY, GENERALIZABILITY AND CONSUMER BEHAVIOR Perreault, Jr., Atlanta, GA : Association for Consumer Research, Pages: 394-400.Īdvances in Consumer Research VolPages 394-400 Paul Peter (1977) ,'Reliability, Generalizability and Consumer Behavior', in NA - Advances in Consumer Research Volume 04, eds. Lastly, the discussion centers on issues which have discouraged reliability estimation in consumer behavior research. ABSTRACT - This paper is designed to provide the consumer behavior researcher with resources for better understanding reliability theory and estimation.

Definition of reliability in research