Beteiligte: | , |
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In: | Marketing Science, 10, 1991, 4, S. 316-337 |
veröffentlicht: |
Institute of Management Sciences
|
Medientyp: | Artikel, E-Artikel |
Umfang: | 316-337 |
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ISSN: |
0732-2399
1526-548X |
veröffentlicht in: | Marketing Science |
Sprache: | Englisch |
Kollektion: | sid-55-col-jstoras4 sid-55-col-jstorbusiness1archive sid-55-col-jstorbusiness JSTOR Arts & Sciences IV Archive JSTOR Business I Archive JSTOR Business & Economics |
<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.</p> |