Recall of autobiographical memory: A longitudinal analysis of franchisee experts |
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Authors: | Marko Grünhagen Michael J Dorsch Melody L Wollan |
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Institution: | (1) School of Business, Eastern Illinois University, 4012 Lumpkin Hall, Charleston, IL 61920, USA;(2) Department of Marketing, Clemson University, 244 Sirrine Hall, Clemson, SC 29630-1325, USA;(3) School of Business, Eastern Illinois University, 3004 Lumpkin Hall, Charleston, IL 61920, USA |
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Abstract: | In this longitudinal study, we investigate whether franchisees in their role as experts exhibit consistent recall of their
perceptions of franchise value after a 3-year interval when a strong autobiographical instance association (i.e., the multiunit
decision) is created. Paired-sample t tests and correlation analysis are used to examine recall accuracy. While the analysis reveals stability of recall for typical
franchisee experts over both the recent and the distant past, the individual level data indicate that the precision of recall
deteriorates over time. Implications for future research involving retrospective data are offered. |
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Keywords: | Retrospection Longitudinal Franchisee– franchisor relationship Recall accuracy |
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