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Title: A minimum discount level for a consideration set
Authors: Han, Sangman
Gupta, Sunil
Lehmann, Donald R.
Keywords: Discount
Consumer behavior
Issue Date: May-1994
Series/Report no.: Marketing Working Paper Series ; MKTG 94.018
Abstract: We examine the role of price discounts in the consideration set formation. Price discounts affect the consideration set by determining the size and membership of the consideration sets of consumers. A consumer compares the price discount with his/her threshold value at that purchase occasion. A given brand belongs to the consideration set of a consumer if the discount is above a certain threshold value. If the discount reach the threshold, the brand does not enter the consideration set. We propose a model in which the threshold is modeled as a probabilistic variable which varies by brands, across consumers and over time.
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