"Testing effects" in consumer panels occur when new members report unusual levels of purchasing due to the novelty of the reporting responsibility.

Question

Quizplus · Accepted Answer

This is true. The phenomenon is known as the "testing effect" and it occurs when participants in a study change their behavior as a result of being observed or tested. In consumer panels, new members may feel pressure to report frequent purchases in order to appear engaged or responsible, leading to higher than usual levels of reported purchasing.

"Testing Effects" in Consumer Panels Occur When New Members Report