search query: @author Sivakumar, K. / total: 10
reference: 9 / 10
| Author: | Sivakumar, K. Cherian, J. |
| Title: | Role of product entry and exit on the attraction effect |
| Journal: | Marketing Letters
1995 : JAN, VOL. 6:1, p. 45-52 |
| Index terms: | CONSUMER CHOICE MARKETING PRODUCTS |
| Language: | eng |
| Abstract: | The attraction effect illustrates a violation of the regulatory assumption in consumer choice. This effect increases the share of a target brand, relative to a competitor, when a third alternative is added to the choice set such that the target dominates the third alternative completely but the competitor does not. The effect has important marketing implications for design and presentation of choice sets to consumers. This paper studies the influence of sequential product entry and exit on the attraction effect. |
SCIMA