| Autor: |
Minhi Hahn, Won, Eugene, Hyunmo Kang, Yong J. Hyun |
| Předmět: |
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| Zdroj: |
International Journal of Market Research; 2006, Vol. 48 Issue 2, p155-177, 23p, 4 Diagrams, 5 Charts |
| Abstrakt: |
Context effects refer to changes in consumer preference and choice responses when a new alternative is added to a choice set. This paper proposes a general scheme for classifying various context effects using newly defined share-ratio measures (SRM) and share-change measures (SCM). With these measures, we can also draw context maps and preference-substitutability maps that visualise the nature of context effects and positions of competing brands. These maps allow marketers to make positioning decisions that take advantage of positive context effects. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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