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ERIC Number: EJ885028
Record Type: Journal
Publication Date: 2010
Pages: 15
Abstractor: As Provided
Reference Count: 21
ISSN: ISSN-0160-8061
Consumer Brand Choice: Money Allocation as a Function of Brand Reinforcing Attributes
Oliveira-Castro, Jorge M.; Foxall, Gordon R.; Wells, Victoria K.
Journal of Organizational Behavior Management, v30 n2 p161-175 2010
Previous applications of the matching law to the analysis of consumer brand choice have shown that the amount of money spent purchasing a favorite brand tends to match the quantity bought of the favorite brand divided by the quantity bought of all other brands. Although these results suggest matching between spending and purchased quantity, branded goods differ qualitatively among themselves, rendering previous matching analyses incomplete. Consumer panel data containing information about more than 1,500 British consumers purchasing four grocery product categories (baked beans, biscuits, fruit juice, and yellow fats) during 52 weeks were analyzed. All the brands purchased were classified according to the level of informational and utilitarian reinforcement they were programmed to offer. An adaptation of the generalized matching law was adopted, in which the amount of money spent was a power function of the quantity bought, informational level of the brand bought, utilitarian level of the brand bought, and a measure of price promotion. (Contains 1 table.)
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Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A