Ein Präferenzmodell zur Erklärung der Markenwechselneigung
Journal
Der Markt : international journal of marketing
ISSN
0025-3863
ISSN-Digital
1867-8882
Type
journal article
Date Issued
2000-03-01
Author(s)
Abstract (De)
Existing models view variety seeking as the result of either differences in the level of attribute satiation across attributes (across attributes variety seeking models) or variations in the level of one attribute (within attribute variety seeking models). The model presented in this paper connects the two approaches for explaining variety seeking. The resulting pattern of consumption is represented as an oscillation about a consumer's ideal point on the dimension and as an interaction between the perceived levels of two attributes. An empirical study that illustrates the explanatory power of the model developed is reported.
Language
German
HSG Classification
not classified
Refereed
No
Publisher
Westdt. Verl.
Publisher place
Köln
Volume
39
Number
1
Start page
36
End page
48
Pages
13
Subject(s)
Division(s)
Eprints ID
2818