Title

Multiple Category Decision Making: Review and Synthesis

Publication Type

Journal Article

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.

Discipline

Business

Research Areas

Organisational Behaviour and Human Resources

Publication

Marketing Letters

Volume

10

Issue

3

First Page

319

Last Page

332

ISSN

0923-0645

Identifier

10.1023/A:1008143526174

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