Behavior Analysis of Consumer Brand Choice: A Preliminary Analysis

Abstract

Aggregate studies of choice show that most consumers practice multibrand purchasing, selecting among a small “repertoire” of the brands that compose the product category (Ehrenberg, 1988). Marketing researchers have not suggested an underlying behavioral mechanism to account for the choices of this group or the minority who are entirely loyal to one brand. Price, an obvious source of explanation in behavioral economics (though one which is often overlooked in marketing studies that concentrate on brand differentiation through advertising), has not been systematically related to brand choice other than in the context of promotional campaigns which are short-lived tactical exceptions to marketing strategies (Ehrenberg et al ., 1994). These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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