haku: @indexterm POSITIONING / yhteensä: 214
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| Tekijä: | Hahn, M. (et al.) |
| Otsikko: | Context effects and context maps for positioning |
| Lehti: | International Journal of Market Research
2006 : VOL. 48:2, p.155-177 |
| Asiasana: | positioning consumer choice preferences |
| Kieli: | eng |
| Tiivistelmä: | Context effects (hereafter as: c-effs.) refer to changes in consumer preference and choice responses when a new alternative is added to a choice set. In this paper, a general framework for classifying various c-effs. using newly defined share-ratio measures (SRM) and share-change measures (SCM) is proposed. These measures enable drawing context maps and preference-substitutability maps that visualise the nature of c-effs. and positions of competing brands. With these maps, marketers can make positioning decisions that take advantage of positive context effects. |
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