The Behavioral Economics of Brand Choice
Book Details
Format
Hardback or Cased Book
ISBN-10
0230006833
ISBN-13
9780230006836
Publisher
Palgrave Macmillan
Imprint
Palgrave Macmillan
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Jun 27th, 2007
Print length
292 Pages
Product Classification:
Market research
Ksh 8,100.00
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This text presents a cutting edge approach to the analysis of brand choice, relevant to marketing practice and social science. This analysis reveals the causes of consumer choice that underlie brand selection; the role of price and non-price elements of marketing; a new way of describing the structure of markets and analyzing consumer behaviour.
Preface Brand Choice in Behavioral Perspective The Substitutability of Brands Behavior Analysis of Consumer Brand Choice: A preliminary analysis The Behavioral Ecology of Consumer Choice: How and what do consumers maximize The Behavioral Economics of Consumer Brand Choice: Establishing a methodology The Behavioral Economics of Consumer Brand Choice: Patterns of reinforcement and utility maximization Patterns of Consumer Response to Retail Price Differentials Dynamics of Repeat Purchasing for Packaged Consumer Products Consumer Brand Choice: Individual and group analyses of demand elasticity Deviations from Matching Law in Consumer Choice
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