Decision-making Under Uncertainty: Capturing Dynamic Brand Choice Processes In Turbulent Consumer Goods Markets

Erdem, T; Keane, M

Decision-making Under Uncertainty: Capturing Dynamic Brand Choice Processes In Turbulent Consumer Goods Markets

Erdem, T Keane, M

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Publisher:: Inst Operations Research Management Sciences
Publication Type:: Journal Article
Citation:: Marketing Science, 1996, 15 (1), pp. 1 - 20
Issue Date:: 1996-01

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Field	Value	Language
dc.contributor.author	Erdem, T	en_US
dc.contributor.author	Keane, M	en_US
dc.date.issued	1996-01	en_US
dc.identifier.citation	Marketing Science, 1996, 15 (1), pp. 1 - 20	en_US
dc.identifier.issn	0732-2399	en_US
dc.identifier.uri	http://hdl.handle.net/10453/26139
dc.description.abstract	We construct two models of the behavior of consumers in an environment where there is uncertainty about brand attributes. In our models, both usage experience and advertising exposure give consumers noisy signals about brand attributes. Consumers use the	en_US
dc.publisher	Inst Operations Research Management Sciences	en_US
dc.relation.ispartof	Marketing Science	en_US
dc.relation.isbasedon	10.1287/mksc.15.1.1	en_US
dc.subject.classification	Marketing	en_US
dc.title	Decision-making Under Uncertainty: Capturing Dynamic Brand Choice Processes In Turbulent Consumer Goods Markets	en_US
dc.type	Journal Article
utslib.citation.volume	1	en_US
utslib.citation.volume	15	en_US
utslib.for	150505 Marketing Research Methodology	en_US
utslib.for	1505 Marketing	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
utslib.copyright.status	closed_access
pubs.consider-herdc	false	en_US
pubs.issue	1	en_US
pubs.volume	15	en_US

Abstract:

We construct two models of the behavior of consumers in an environment where there is uncertainty about brand attributes. In our models, both usage experience and advertising exposure give consumers noisy signals about brand attributes. Consumers use the

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http://hdl.handle.net/10453/26139