Defensive Strategy Models Application And Predictive Test
Defensive Strategy Models Application And Predictive Test
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In our eReader you can find the full English version of the book. Read Defensive Strategy Models Application And Predictive Test Online - link to read the book on full screen. Our eReader also allows you to upload and read Pdf, Txt, ePub and fb2 books. In the Mini eReder on the page below you can quickly view all pages of the book - Read Book Defensive Strategy Models Application And Predictive Test
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At this point, we do not know whether this phenomena is specific to the product category or whether it is a generalizable behavioral phenomenon.
If it is a generalizable phenomenon, then it raises an interesting set of strategies in which a firm can launch a "decoy" brand to shift the zero-point and perhaps increase the share of another of the firm's product. Such decoying phenomena have been established experimentally in marketing science. For example, see Huber, Payne, and Puto (1982). In fac...t, Huber, Payne, and Puto suggest that the (dominated) decoy brand anchors perceptual dimensions and that other brands are then measured relative to the decoy.
The Huber-Payne-Puto anchoring effect explains the predictive ability of the maximum feasible zero-point by suggesting that consumers evaluate products relative to the worst (evoked) product along each dimension. Such an anchoring effect is also consistent with the framing theories of Tversky and Kahneman (1978).
If our results generalize to other product categories, then such generalizations would suggest further investigation of the anchoring effect.
What to read after Defensive Strategy Models Application And Predictive Test?
You can find similar books in the "Read Also" column, or choose other free books by John R Hauser to read onlineMoreLess
To quickly assess the difficulty of the text, read a short excerpt:
At this point, we do not know whether this phenomena is specific to the product category or whether it is a generalizable behavioral phenomenon.
If it is a generalizable phenomenon, then it raises an interesting set of strategies in which a firm can launch a "decoy" brand to shift the zero-point and perhaps increase the share of another of the firm's product. Such decoying phenomena have been established experimentally in marketing science. For example, see Huber, Payne, and Puto (1982). In fac...t, Huber, Payne, and Puto suggest that the (dominated) decoy brand anchors perceptual dimensions and that other brands are then measured relative to the decoy.
The Huber-Payne-Puto anchoring effect explains the predictive ability of the maximum feasible zero-point by suggesting that consumers evaluate products relative to the worst (evoked) product along each dimension. Such an anchoring effect is also consistent with the framing theories of Tversky and Kahneman (1978).
If our results generalize to other product categories, then such generalizations would suggest further investigation of the anchoring effect.
What to read after Defensive Strategy Models Application And Predictive Test?
You can find similar books in the "Read Also" column, or choose other free books by John R Hauser to read onlineMoreLess
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