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| Author: | |
| Title: | Perspectives on multiple category choice |
| Journal: | Marketing Letters
1997 : JUL, VOL. 8:3, p. 297-305 |
| Index terms: | CHOICE THEORY CONSUMER CHOICE PRODUCTS DECISION MAKING |
| Language: | eng |
| Abstract: | Consumer choice involves the selection of a collection of goods. The way consumers go about constructing and evaluating a collection of goods is of considerable interest. Researchers wish to know when consumer behavior theories based upon single-item choice fail to predict behavior adequately in a situation involving multiple choices. This paper highlights current and potential contributions of economics, psychology, and consumer choice theory in developing a theory of multiple category choice. The paper begins by defining multiple category choice as a multiple item selection task in which both consumption complementarity and substitution enter into the decision processes. Then bundle valuation and market basket analysis are examined, which explores why multiple category choices are interrelated and how choice dependence may be modeled. |
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