search query: @author Bucklin, R. E. / total: 3
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| Author: | Lattin, J. M. Bucklin, R. E. |
| Title: | Reference effects of price and promotion on brand choice behavior |
| Journal: | Journal of Marketing Research
1989 : AUG, VOL. 26:3, p. 299-310 |
| Index terms: | MARKETING BRAND CHOICE |
| Language: | eng |
| Abstract: | The reference effects of price and promotion on consumer choice behaviour are investigated. A model is developed to test for the presence of these reference effects on brand choice behaviour.The model is based on the premise that consumers form expectations about the future marketing activity of a brand from their past exposure to such activity. The findings indicate that promotional activity has significant reference effects on consumer response. |
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