ISSN:
1573-059X
Keywords:
Multiple-Category Choice
;
Consideration Sets
;
Cross-Category Dependence
;
Product Bundling
;
Market Baskets
Source:
Springer Online Journal Archives 1860-2000
Topics:
Economics
Notes:
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.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1023/A:1008143526174
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