Promotional evaluation and response among variety seeking segments

Journal of Product & Brand Management

Volumn 12, Issue 6, 2003, Pages 408-425

  Trivedi, Minakshi ^a   Morgan, Michael S ^b  

^a UNIVERSITY AT BUFFALO   (United States)

^b Nexus Business Information Inc   (United States)

Author keywords

Brand management; Inertia; Managers; Pricing strategy; Promotional methods

Indexed keywords

EID: 84986132557     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610420310498830     Document Type: Article

References (16)

1. Bass, F.M., Pessemier, E.A. and Lehmann, D.R. (1972), “An experimental study of relationships between attitudes, brand preference and choice”, Behavioral Science, Vol. 17 No. 6, pp. 532-41
2. Bronnenberg, B.J. and Wathieu, L. (1996), “Asymmetric promotion effects and brand positioning”, Marketing Science, Vol. 15 No. 4, pp. 379-94
3. Feinberg, F.M., Kahn, B.E. and McAlister, L. (1992), “Marketing share response when consumers seek variety”, Journal of Marketing Research, Vol. 29, pp. 227-37
4. Grover, R. and Srinivasan, V. (1992), “Evaluating the multiple effects of retail promotions on brand loyal and brand switching segments”, Journal of Marketing Research, Vol. 29, pp. 76-89
5. Hair, J.F. Jr, Anderson, R.E., Tatham, R.L. and Black, W.C. (1995), Multivariate Data Analysis, 4th ed., Prentice Hall, Englewood Cliffs, NJ
6. Hardie, B.G.S., Johnson, E.J. and Fader, P.S. (1993), “Modeling loss aversion and reference dependence effects on brand choice”, Marketing Science, Vol. 12 No. 4, pp. 378-94
7. Kahn, B.E. and Isen, A.M. (1993), “The influence of positive affect on variety seeking among safe, enjoyable products”, Journal of Consumer Research, Vol. 20 No. 2, pp. 257-70
8. Kahn, B.E. and Raju, J.S. (1991), “Effects of price promotions on variety-seeking and reinforcement behavior”, Marketing Science, Vol. 10 No. 4, pp. 316-37
9. Kahneman, D. and Tversky, A. (1979), “Prospect theory: an analysis of decision under risk”, Econometrica, Vol. 47 No. 2, pp. 263-91
10. Krishnamurthi, L. and Raj, S.P. (1991), “An empirical analysis of the relationship between brand loyalty and consumer price elasticity”, Marketing Science, Vol. 10 No. 2, pp. 172-83
11. Pessemier, E. and Handelsman, M. (1984), “Temporal variety in consumer behavior”, Journal of Marketing Research, Vol. 21 No. 4, pp. 435-44
12. Raju, J.S., Srinivasan, V. and Lal, R. (1990), “The effects of brand loyalty on competitive price promotional strategies”, Management Science, Vol. 36 No. 3, pp. 276-304
13. Simonson, I., Carmon, Z. and Curry, S.O. (1994), “Experimental evidence on the negative effect of product features and sales promotions on brand choice”, Marketing Science, Vol. 13 No. 1, pp. 23-40
14. Tversky, A. and Simonson, I. (1993), “Context-dependent preferences”, Management Science, Vol. 39 No. 10, pp. 1179-89
15. Wakker, P. (1996), “The sure-thing principle and the comonotonic sure-thing principle: an axiomatic analysis”, Journal of Mathematical Economics, Vol. 25 No. 2, pp. 213-27
16. Krishnamurthi, L., Mazumdar, T. and Raj, S.P. (1993), “Asymmetric response to price in consumer brand choice and purchase quantity decisions”, Journal of Consumer Research, Vol. 19 No. 3, pp. 387-400