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| Author: | Gierl, H. Helm, R. Stumpp, S. |
| Title: | Wertfunktion der Prospect-Theorie, Produktpräferenzen und Folgerungen für das Marketing |
| Journal: | Schmalenbachs Zeitschrift für Betriebswirtschaftliche Forschung
2001 : SEP, VOL. 53:6, p. 559-588 |
| Index terms: | Marketing research Consumer choice |
| Language: | ger |
| Abstract: | Prospect theory has become an important theory in marketing research. Recently, this theory has been used for explaining consumer preferences. In this article the authors analyze possibilities to manipulate preferences by setting an adequate reference point. Therefore several possible approaches concerning the measurement of reference points are discussed and individual value functions are estimated. |
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