Measuring Variety-Seeking and Reinforcement Behaviors Using Panel Data
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- Barbara E. Kahn
- Graduate School of Management, University of California, Los Angeles.
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- Manohar U. Kalwani
- Krannert Graduate School of Management, Purdue University.
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- Donald G. Morrison
- Graduate School of Business, Columbia University.
書誌事項
- 公開日
- 1986-05
- 権利情報
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- https://journals.sagepub.com/page/policies/text-and-data-mining-license
- DOI
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- 10.1177/002224378602300201
- 公開者
- SAGE Publications
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説明
<jats:p> The authors propose a taxonomic framework for defining and measuring alternate forms of variety-seeking and reinforcement behavior. This framework is composed of seven simple and testable models that capture the spirit of most of the models offered in the marketing literature in this area. The models are tested on panel data for 16 brands in five separate product categories. In addition, simulations are run to examine the effects of violations of the modeling assumptions. The analyses provide insights about variety-seeking and reinforcement tendencies which may be of benefit to the marketing manager. </jats:p>
収録刊行物
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- Journal of Marketing Research
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Journal of Marketing Research 23 (2), 89-100, 1986-05
SAGE Publications