- Conversion Model
What is the Conversion Model and where does it come from?
It is a market research tool that measures attitudinal loyalty, typically referred to ascommitment in advertising material about The Conversion Model.. It is generally used to measurecommitment to brands but can be used to measure most forms of relationships.The Conversion Model was initially developed to understand religious conversion. It was developed by Jan Hofmeyr, who was a lecturer in religious studies at the University of Cape Town. The first commercial study conducted using the Conversion Model was in 1989 in South Africa and in the United States in 1990.
Why measure commitment?
Loyalty refers to what people do – it refers to the likelihood of repurchase based on past behaviour. Commitment, on the other hand, is about how people feel – it refers to the likelihood of repurchase based on what’s in the customer’s mind. Just because a person is loyal – buying the brand again and again – does not mean that they are committed, and vice versa.External links
* [http://www.conversionmodel.com Official Conversion Model Website]
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