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What has marketing learned from Richard Johnson
Contrary to traditional assumptions, research shows that consumers frequently do not use information about products' actual attribute values (e.g., the price difference between two considered products is $.10) when making choices but instead use information about products' ordered values (e.g., Product A costs less than Product B). This article develops a choice model that enables consumers to choose using either actual or ordered value information. This hybrid choice model is estimated using supermarket scanner data. Results indicate that the hybrid model predicts choices better than do models that allow consumers to use only one type of attribute value information (actual or ordered). By incorporating results from behavioral decision research into a quantitative model, this research extends the classical multinomial logit model to accommodate choice making based on products' ordered values..Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Consumer behavior Consumer attitudes Models Product Choice studies |
| ISBN/ISSN | 222437 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |