search query: @author DeSarbo, W. / total: 9
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| Author: | DeSarbo, W. Jedidi, K. |
| Title: | The spatial representation of heterogeneous consideration sets |
| Journal: | Marketing Science
1995 : VOL. 14:3/1-2, p. 326-342 |
| Index terms: | SCALING MODELS MARKETING |
| Language: | eng |
| Abstract: | Consideration sets have been the recent focus of a large volume of research in marketing. The primary orientation of this stream of research has been toward consideration set composition, measurement, and the theoretical formation process itself. This paper proposes a new multidimensional scaling methodology devised to spatially represent preference intensity collected over consumers' consideration sets. Predictions concerning the probability of consideration set membership, as well as the degree of preference intensity of these brands within a consideration set, are possible from such a model. |
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