作者
Scott A Neslin, Kinshuk Jerath, Anand Bodapati, Eric T Bradlow, John Deighton, Sonja Gensler, Leonard Lee, Elisa Montaguti, Rahul Telang, Raj Venkatesan, Peter C Verhoef, Z John Zhang
发表日期
2014/9
期刊
Marketing Letters
卷号
25
页码范围
319-330
出版商
Springer US
简介
We propose a framework for the joint study of the consumer’s decision of where to buy and what to buy. The framework is rooted in utility theory where the utility is for a particular channel/brand combination. The framework contains firm actions, the consumer search process, the choice process, and consumer learning. We develop research questions within each of these areas. We then discuss methodological issues pertaining to the use of experimentation and econometrics. Our framework suggests that brand and channel choices are closely intertwined, and therefore studying them jointly will reveal a deeper understanding of consumer decision making in the modern marketing environment.
学术搜索中的文章
SA Neslin, K Jerath, A Bodapati, ET Bradlow… - Marketing Letters, 2014