A Programming Model of Consumer Choice among Multi-Attributed Brands

John J. Bernardo · Jean-Marie Blin

85 citations0/0 files storedJournal of Consumer Research

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Multi-Criteria Decision Making Consumer Market Behavior and Pricing Economic and Environmental Valuation

Abstract

A linear compensatory model of consumer choice among multi-attributed brands is developed as a simple linear assignment model. The basic inputs needed for this procedure are the individual preference rankings of the brands on each attribute scale. An overall ranking of the brands is obtained from this model. The procedure is illustrated with an example and some preliminary empirical results.

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1972Elimination by aspects: A theory of choice.1973Issues in Marketing's Use of Multi-Attribute Attitude Models 1970The use of nonlinear, noncompensatory models in decision making.1956The Analysis of Family Budgets 1954Intransitivity, Utility, and the Aggregation of Preference Patterns 1976A Behavior Theory Approach to the Relations between Beliefs about an Object and the Attitude Toward the Object 1972Choice by elimination 1972An Attitude Model for the Study of Brand Preference

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