Publication Type
Journal Article
Version
publishedVersion
Publication Date
1999
Abstract
In many purchase environments, consumers use information from a number of product categories prior to making a decision. These purchase situations create dependencies in choice outcomes across categories. As such, these decision problems cannot be easily modeled using the single-category, single-choice paradigm commonly used by researchers in marketing. We outline a conceptual framework for categorization, and then discuss three types of cross-category dependence: cross-category consideration cross-category learning, and product bundling. We argue that the key to modeling choice dependence across categories is knowledge of the goals driving consumer behavior.
Keywords
Multiple-Category Choice, Consideration Sets, Cross-Category Dependence, Product Bundling, Market Baskets
Discipline
Business | Marketing
Research Areas
Marketing
Publication
Marketing Letters
Volume
10
Issue
3
First Page
319
Last Page
332
ISSN
0923-0645
Identifier
10.1023/A:1008143526174
Publisher
Elsevier
Citation
Russell, Gary J.; Ratneshwar, S.; Shocker, Allan D.; Bell, David; Bodapati, Anand; Degeratu, Alex; Hildebrandt, Lutz; Kim, Namwoon; RAMASWAMI, Seshan; and Shankar, Venkatesh H..
Multiple category decision making: Review and synthesis. (1999). Marketing Letters. 10, (3), 319-332.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/614
Copyright Owner and License
Publisher
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://doi.org/10.1023/A:1008143526174