Cookies

We use cookies to ensure that we give you the best experience on our website. You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.


Durham Research Online
You are in:

Consumer brand choice : money allocation as a function of brand reinforcing attributes.

Oliveira-Castro, J.M. and Foxall, G.R. and Wells, V.K. (2010) 'Consumer brand choice : money allocation as a function of brand reinforcing attributes.', Journal of organizational behavior management., 30 (2). pp. 161-175.

Abstract

Previous applications of the matching law to the analysis of consumer brand choice have shown that the amount of money spent purchasing a favorite brand tends to match the quantity bought of the favorite brand divided by the quantity bought of all other brands. Although these results suggest matching between spending and purchased quantity, branded goods differ qualitatively among themselves, rendering previous matching analyses incomplete. Consumer panel data containing information about more than 1,500 British consumers purchasing four grocery product categories (baked beans, biscuits, fruit juice, and yellow fats) during 52 weeks were analyzed. All the brands purchased were classified according to the level of informational and utilitarian reinforcement they were programmed to offer. An adaptation of the generalized matching law was adopted, in which the amount of money spent was a power function of the quantity bought, informational level of the brand bought, utilitarian level of the brand bought, and a measure of price promotion.

Item Type:Article
Additional Information:Special issue: Consumer behavior analysis.
Keywords:Brand choice, Matching, Behavioral economics, Consumer behavior analysis, Behavioral Perspective Model.
Full text:PDF - Accepted Version (245Kb)
Status:Peer-reviewed
Publisher Web site:http://dx.doi.org/10.1080/01608061003756455
Publisher statement:This is an electronic version of an article published in Oliveira-Castro, J.M. and Foxall, G.R. and Wells, V.K. (2010) 'Consumer brand choice : money allocation as a function of brand reinforcing attributes.', Journal of organizational behavior management., 30 (2). pp. 161-175. Journal of organizational behavior management is available online at: http://dx.doi.org/10.1080/01608061003756455
Record Created:19 Jan 2011 09:35
Last Modified:22 Jul 2011 16:29

Social bookmarking: del.icio.usConnoteaBibSonomyCiteULikeFacebookTwitterExport: EndNote, Zotero | BibTex
Usage statisticsLook up in GoogleScholar | Find in a UK Library