A Decision Model in Consumer Pricing Research

A Decision Model in Consumer Pricing Research

The lottery is a useful model for managers making decisions under conditions of risk. The results of this experiment indicate that prospective buyers behave in a manner consistent with decision theory. Under appropriate conditions the lottery offers an indirect, disguised technique useful in consume...

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Veröffentlicht in:Journal of marketing research 1972-08, Vol.9 (3), p.287-291
1. Verfasser: Barker, Raymond F.
Format: Artikel
Sprache:eng
Schlagworte:
Consumer behavior
Consumer research
Control groups
Decision making
Decision theory
Estimate reliability
Estimators for the mean
Lotteries
Market prices
Marketing
Modeling
Preferences
Price levels
Pricing
Product lines
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Beschreibung
Zusammenfassung:The lottery is a useful model for managers making decisions under conditions of risk. The results of this experiment indicate that prospective buyers behave in a manner consistent with decision theory. Under appropriate conditions the lottery offers an indirect, disguised technique useful in consumer research.
ISSN:0022-2437
1547-7193
DOI:10.1177/002224377200900307