search query: @author Walsh, J. / total: 9
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| Author: | Walsh, J. |
| Title: | Flexibility in consumer purchasing for uncertain future tastes |
| Journal: | Marketing Science
1995 : VOL. 14:2, p. 148-165 |
| Index terms: | FLEXIBILITY CONSUMERS PURCHASING |
| Language: | eng |
| Abstract: | Consumers often simultaneously purchase multiple units in the same product category. Whether they are best off purchasing an assortment of alternatives or an equal number of one alternative is addressed in this paper. Models of an expected-utility-maximizing consumer are developed, and it is shown that an assortment may have greater expected utility than an equal number of any one alternative. The rationale is that the assortment may have greater expected utility than an equal number of any one alternative. |
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