Context Effects and Context Maps for Positioning
Context effects refer to changes in consumer preference and choice responses when a new alternative is added to a choice set. This paper proposes a general scheme for classifying various context effects using newly defined share-ratio measures (SRM) and share-change measures (SCM). With these measur...
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| Veröffentlicht in: | International journal of market research 2006-03, Vol.48 (2), p.139-154 |
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| container_end_page | 154 |
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| container_issue | 2 |
| container_start_page | 139 |
| container_title | International journal of market research |
| container_volume | 48 |
| creator | Hahn, Minhi Won, Eugene Kang, Hyunmo Hyun, Yong J. |
| description | Context effects refer to changes in consumer preference and choice responses when a new alternative is added to a choice set. This paper proposes a general scheme for classifying various context effects using newly defined share-ratio measures (SRM) and share-change measures (SCM). With these measures, we can also draw context maps and preference-substitutability maps that visualize the nature of context effects and positions of competing brands. These maps allow marketers to make positioning decisions that take advantage of positive context effects. [PUBLICATION ABSTRACT] |
| doi_str_mv | 10.1177/147078530604800205 |
| format | Article |
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| fulltext | fulltext |
| identifier | ISSN: 1470-7853 |
| ispartof | International journal of market research, 2006-03, Vol.48 (2), p.139-154 |
| issn | 1470-7853 2515-2173 |
| language | eng |
| recordid | cdi_proquest_journals_214809542 |
| source | SAGE Complete; Business Source Complete |
| subjects | Brands Competition Consumer behavior Market positioning Studies |
| title | Context Effects and Context Maps for Positioning |
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