Multiple category decision making: Review and synthesis

Author

Gary J. Russell, University of Iowa
S. Ratneshwar, University of Connecticut
Allan D. Shocker, San Francisco State University
David Bell, University of Pennsylvania
Anand Bodapati, Northwestern University
Alex Degeratu, Penn State University
Lutz Hildebrandt, Humboldt-University Berlin
Namwoon Kim, Hong Kong Polytechnic University
Seshan RAMASWAMI, Singapore Management UniversityFollow
Venkatesh H. Shankar, University of Maryland at Baltimore

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