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- Title
Multiple-Category Decision-Making: Review and Synthesis.
- Authors
Russell, Gary J.; Ratneshwar, S.; Shocker, Allan D.; Bell, David; Bodapati, Anand; Degeratu, Alex; Hildebrandt, Lutz; Namwoon Kim; Ramaswami, S.; Shankar, Venkatash H.
- Abstract
In many purchase environments, consumers use information from a number of product categories prior to making a decision. These purchase situations create dependencies in choice outcomes across categories. As such, these decision problems cannot be easily modeled using the single-category, single-choice paradigm commonly used by researchers in marketing. We outline a conceptual framework for categorization, and then discuss three types of cross-category dependence: cross-category consideration cross-category learning, and product bundling. We argue that the key to modeling choice dependence across categories is knowledge of the goals driving consumer behavior.
- Subjects
DECISION making; PROBLEM solving; CONSUMER behavior; MATHEMATICAL models of consumption; HUMAN behavior; CONSUMER attitudes
- Publication
Marketing Letters, 1999, Vol 10, Issue 3, p319
- ISSN
0923-0645
- Publication type
Article
- DOI
10.1023/A:1008143526174