Beteiligte: | , |
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In: | Marketing Science, 10, 1991, 4, S. 316-337 |
veröffentlicht: |
Institute for Operations Research and the Management Sciences (INFORMS)
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Medientyp: | Artikel, E-Artikel |
Umfang: | 316-337 |
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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) |
<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> |