|
HKUST Institutional Repository >
Marketing >
MARK Working Papers >
Please use this identifier to cite or link to this item:
http://hdl.handle.net/1783.1/806
|
| Title: | A reference run-length model of inertial and variety-seeking behavior |
| Authors: | Han, Jin Kyung
Han, Sangman |
| Keywords: | Brand choice
Reference run-length model
Reference points |
| Issue Date: | Jun-1995 |
| Series/Report no.: | Marketing Working Paper Series ; MKTG 95.042 |
| Abstract: | This study explores two related concepts: (1) that brand choice is influenced by ideal brand stimulation level, and (2) that inertial and variety-seeking tendencies vary across consumers and by brands. Specifically, we develop a multinomial logit model which incorporates both inertial and variety-seeking tendencies based upon the concept of reference run-length of each brand. We define reference run-length as the previous optimal stimulation levels, which act as a reference point for the current brand-run. The findings show support for reference run-length based purchase behavior. Also, we find that renewal of brand inertia occurs when brand-run goes beyond the reference point. Implications for using reference run-length for market segmentation and competitive structure analyses are further discussed. |
| URI: | http://hdl.handle.net/1783.1/806 |
| Appears in Collections: | MARK Working Papers
|
Files in This Item:
| File |
Description |
Size | Format |
|---|
| mktg95042.pdf | | 2375Kb | Adobe PDF | View/Open |
|
All items in this Repository are protected by copyright, with all rights reserved.
|
