Effects of Price Promotions on Variety-Seeking and Reinforcement Behavior

Gespeichert in:

Bibliographische Detailangaben
Beteiligte: Kahn, Barbara E., Raju, Jagmohan S.
In: Marketing Science, 10, 1991, 4, S. 316-337
veröffentlicht:
Institute for Operations Research and the Management Sciences (INFORMS)
Medientyp: Artikel, E-Artikel

Nicht angemeldet

weitere Informationen
Umfang: 316-337
ISSN: 0732-2399
1526-548X
DOI: 10.1287/mksc.10.4.316
veröffentlicht in: Marketing Science
Sprache: Englisch
Schlagwörter:
Kollektion: Institute for Operations Research and the Management Sciences (INFORMS) (CrossRef)
Inhaltsangabe

<jats:p> A stochastic model is proposed to examine how changes in frequency of price discounts affect brand choice decisions of consumers who exhibit variety-seeking and reinforcement behavior. It is shown that the effect on choice depends on whether the brand offering discounts is a major or minor brand in the product category. This model extends the existing literature on stochastic models of variety-seeking behavior by explicitly incorporating switching due to promotions along with intrinsic switching due to variety-seeking. The model yields testable hypotheses which are supported in a laboratory experiment and on analyses of the IRI cracker data. </jats:p>