haku: @journal_id 58 / yhteensä: 815
viite: 147 / 815
| Tekijä: | |
| Otsikko: | A Comparative Analysis of Reference Price Models |
| Lehti: | Journal of Consumer Research
1997 : SEP, Vol. 24:2, p. 202-214 |
| Asiasana: | COMPARATIVE RESEARCH BRAND CHOICE PRICING |
| Kieli: | eng |
| Tiivistelmä: | The effect of reference price on brand choice decisions has been well documented in the literature. Rresearchers, however, have differed in their conceptualizations and, therefore, in their modeling of reference price. In this article, we evaluate five alternative models of reference price of which two are stimulus based (i.e., based on information available at the point-of-purchase) and three that are memory based (i.e. based on price history and/or other contextual factors). We calibrate the models using scanner panel data for peanut butter, liquid detergent, ground coffee, and tissue. To account for heterogeneity in model parameters, we employ a latent class approach and select the best segmentation scheme for each model. |
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