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The behavioral economics of brand choice

By Gordon Robert Foxall, Jorge M. Olivera-Castro, Vistoria K. James and Teresa C. Schrezenmaier

Abstract

This book applies methods for the analysis of consumer choice developed by behavioral psychologists in order to understand animal behavior in economic terms to the study of human consumers' brand choices in real-world markets for fast-moving consumer products. This unique development reveals the causes of consumer choice that underlie patterns of brand selection;the role of price and non-price elements of the marketing mix in influencing brand choice and novel means of describing the structure of markets in terms of the combination of utilitarian and symbolic benefits consumers obtain from their purchases

Topics: BF, H1, HF, HM
Publisher: Palgrave Macmillan
Year: 2007
OAI identifier: oai:http://orca.cf.ac.uk:32419
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