Abstract
The authors propose a taxonomic framework for defining and measuring alternate forms of variety-seeking and reinforcement behavior. This framework is composed of seven simple and testable models that capture the spirit of most of the models offered in the marketing literature in this area. The models are tested on panel data for 16 brands in five separate product categories. In addition, simulations are run to examine the effects of violations of the modeling assumptions. The analyses provide insights about variety-seeking and reinforcement tendencies which may be of benefit to the marketing manager.
Keywords
Variety (cybernetics)ReinforcementComputer scienceProduct (mathematics)Panel dataMarketingData sciencePsychologyArtificial intelligenceEconometricsSocial psychologyMathematicsBusiness
Affiliated Institutions
Related Publications
Reference Price Research: Review and Propositions
A substantial body of research evidence has now accumulated in the reference price literature. One stream of research has identified the antecedents of reference price and has a...
Quality Tier Competition: How Price Change Influences Brand Choice and Category Choice
The authors demonstrate that competition among brands in different quality tiers can be asymmetric both in brand choice (“what”) and in category choice (“whether”). They also in...
Does an absence of brand equity generalize across product classes?
A previous study viewed brand equity as a price premium measured by the increment that a brandname contributes to the price of a product when controlling for its quality (as det...
Excess Behavioral Loyalty for High-Share Brands: Deviations from the Dirichlet Model for Repeat Purchasing
Small market-share brands are known to suffer from two specific disadvantages compared with high-share brands: they tend to have fewer buyers than high-share brands, and they al...
Effects of Price, Brand, and Store Information on Buyers' Product Evaluations
The authors report a study of the effects of price, brand, and store information on buyers’ perceptions of product quality and value, as well as their willingness to buy. Hypoth...
Publication Info
- Year
- 1986
- Type
- article
- Volume
- 23
- Issue
- 2
- Pages
- 89-100
- Citations
- 366
- Access
- Closed
External Links
Social Impact
Altmetric
PlumX Metrics
Social media, news, blog, policy document mentions
Citation Metrics
366
OpenAlex
Cite This
Barbara E. Kahn,
Manohar U. Kalwani,
Donald G. Morrison
(1986).
Measuring Variety-Seeking and Reinforcement Behaviors Using Panel Data.
Journal of Marketing Research
, 23
(2)
, 89-100.
https://doi.org/10.1177/002224378602300201
Identifiers
- DOI
- 10.1177/002224378602300201