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Deviations from matching in Consumer Choice

Romero, S.; Foxall, G.R.; Schrezenmaier, T.; Oliveira-Castro, J.; James, V.K.

Authors

S. Romero

G.R. Foxall

T. Schrezenmaier

J. Oliveira-Castro

V.K. James



Contributors

VK Wells v.k.wells@durham.ac.uk
Other

Abstract

Previous research has demonstrated that the matching law can be successfully applied to consumers' patterns of choice with substitutable products at both individual and aggregated (across a number of individuals) levels of analysis. This research aimed to clarify and generalize previous results found at an individual level using independent and complementary products. Aggregated results show that consumers behave according to the predictions of the matching law with qualitatively different reinforcers only when the data are considered on a weekly basis, i.e., as determined by a series of analogic FR schedules. For analogic VR schedules consumers showed matching independently of the degree of substitutability between the products. Further research is needed at an individual level for which the results were not conclusive, and with more extreme forms of complementarity between products.

Citation

Romero, S., Foxall, G., Schrezenmaier, T., Oliveira-Castro, J., & James, V. (2006). Deviations from matching in Consumer Choice. European Journal of Behavior Analysis, 7(1), 15-39. https://doi.org/10.1080/15021149.2006.11434261

Journal Article Type Article
Publication Date Jan 1, 2006
Deposit Date Feb 4, 2011
Journal European journal of behavior analysis.
Print ISSN 1502-1149
Publisher Taylor and Francis Group
Peer Reviewed Peer Reviewed
Volume 7
Issue 1
Pages 15-39
DOI https://doi.org/10.1080/15021149.2006.11434261
Keywords Matching theory, Consumer behavior, Behavioral economics, Substitutability, Antimatching.
Public URL https://durham-repository.worktribe.com/output/1544131

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