Consumer Response to Versioning: How Brands’ Production Methods Affect Perceptions of Unfairness

Marketers often extend product lines by offering limited-capability models that are created by removing or degrading features in existing models. This production method, called versioning, has been lauded because of its ability to increase both consumer and firm welfare. According to rational utilit...

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Veröffentlicht in:	The Journal of consumer research 2012-08, Vol.39 (2), p.382-398
Hauptverfasser:	Gershoff, Andrew D., Kivetz, Ran, Keinan, Anat
Format:	Artikel
Sprache:	eng
Schlagworte:	Brands Capital costs Computer software Consumer behavior Decision making models Fairness Manufacturing processes Perception tests Product lines Production costs Production engineering Production methods Studies Time perception Versioning
Online-Zugang:	Volltext
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