Defensive Strategy Models Application And Predictive Test
Defensive Strategy Models Application And Predictive Test
John R Hauser
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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.
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