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| Author: | Burke, R. Harlam, B. Kahn, B. |
| Title: | Comparing Dynamic Consumer Choice in Real and Computer-simulated Environments |
| Journal: | Journal of Consumer Research
1992 : JUNE, VOL.19, p.71-82 |
| Index terms: | CONSUMER BEHAVIOUR BRAND CHOICE PRICES |
| Language: | eng |
| Abstract: | Consumers' actual supermarket purchases over a seven-month period are compared with their choice decisions collected in one sitting in a laboratory simulation. The laboratory simulation was designed to mirror the original supermarket environment. It was found that although laboratory simulations can capture general brand preferences, there are systematic biases in the simulation when dynamic processes are monitored. |
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