A within-attribute model of variety-seeking behavior

Existing models view variety seeking as the result of differences in the level of attribute satiation across attributes. An alternative within-attribute variety-seeking (WAVS) model is proposed. The model posits that variety seeking occurs among the nested features, or meaningful value ranges, of an underlying dimension. The resulting pattern of consumption is represented as an oscillation about a consumer's ideal point on the dimension. An empirical study that illustrates different oscillation patterns is reported.Peer Reviewedhttp://deepblue.lib.umich.edu/bitstream/2027.42/47181/1/11002_2004_Article_BF00995114.pd

Modeling Inertia and Variety Seeking Tendencies in Brand Choice Behavior

Theories of exploratory behavior suggest that inertia and variety-seeking tendencies may coexist within the individual, implying that the same individual may exhibit inertia and variety-seeking at different times depending on his/her choice history. Past research has not allowed for such -consumer variability in these tendencies. The purpose of this study is to present a choice model that allows us to identify such “hybrid” behavior (i.e., a mixture of inertia and variety-seeking), and to distinguish hybrid behavior from simpler types of behavior such as pure inertia, pure variety-seeking and zero-order behavior. The model is estimated at the household level using panel data for three product classes, covering a total of 1069 households. The empirical analysis shows that more than half the households analyzed exhibited hybrid behavior rather than simpler types of behavior.brand switching, variety-seeking, inertia, purchase event feedback

The Effects of Free Sample Promotions on Incremental Brand Sales

The authors present a model of free sample effects and evidence from two field experiments on free samples. The model incorporates three potential effects of free samples on sales: (1) an acceleration effect, whereby consumers begin repeat purchasing of the sampled brand earlier than they otherwise would; (2) a cannibalization effect, which reduces the number of paid trial purchases of the brand; and (3) an expansion effect, which induces purchasing by consumers who would not consider buying the brand without a free sample. The empirical findings suggest that, unlike other consumer promotions such as coupons, free samples can produce measurable long-term effects on sales that can be observed as much as 12 months after the promotion. The data also show that the effectiveness of free sample promotions can vary widely, even between brands in the same product category. Application of the model to the data from the two experiments reveals that the magnitude of acceleration, cannibalization, and expansion effects varies substantially across the two free sample promotions. These and other findings suggest that the model can be a useful tool for obtaining insights into the nature of free sample promotions.free samples, samples, promotions, field experiments, incremental volume, coupons, incremental sales, sampling programs, consumer products, panel data, repeat purchasing, long-term effects

Laparoscopic Cholecystectomy: Challenges faced by beginners our perspective

Background: Laparoscopic cholecystectomy is gold standard and most widely performed surgery for gallstone disease all over the world. Surgeons entering into the field of laparoscopic surgery for the first time faces challenges that are different from those with experienced hands. We in this study tried to enumerate the various such challenges and also recommend few steps to counter them. Aims & Objectives: To study the challenges faced by new surgeons in laparoscopic cholecystectomy and recommendations to reduce them. Material & Methods: This study was carried out in a medical college in the department of General and Minimal Access surgery. In this retrospective study, ten general surgeons working as senior residents in in this medical college over a period of 3 years having never performed laparoscopic surgery in past were included. Results: A total of 50 cases, five operated by each surgeon with minimal assistance by senior surgeon in few cases. Operative time varied from 90 to 120 minutes. The various technical challenges faced by the new surgeon were in the Creation of Pneumoperitoneum, Creation of second port (epigastric port 10mm), Gallbladder Retraction and Dissection at calot’s triangle, Dissection at gallbladder bed and Removal of the gallbladder from epigastric port.it has been observed that following various simple steps will abate these technical difficulties for these beginners while doing laparoscopic cholecystectomy. Conclusion: Laparoscopic cholecystectomy is the most commonly performed minimal access surgical procedure nowadays and almost all the new surgeons enter the world of laparoscopic surgery via this surgery. Knowing and following the above recommendations will help them abate the technical challenges generally faced during the initial phase in the laparoscopic field

The Decomposition of Promotional Response: An Empirical Generalization

Price promotions are used extensively in marketing for one simple reason—consumers respond. The sales increase for a brand on promotion could be due to consumers accelerating their purchases (i.e., buying earlier than usual and/or buying more than usual) and/or consumers switching their choice from other brands. Purchase acceleration and brand switching relate to the primary demand and secondary demand effects of a promotion. Gupta (1988) captures these effects in a single model and decomposes a brand's total price elasticity into these components. He reports, for the coffee product category, that the main impact of a price promotion is on brand choice (84%), and that there is a smaller impact on purchase incidence (14%) and stockpiling (2%). In other words, the majority of the effect of a promotion is at the secondary level (84%) and there is a relatively small primary demand effect (16%). This paper reports the decomposition of total price elasticity for 173 brands across 13 different product categories. On average, we find that 25% of the elasticity is due to primary demand expansion (i.e., purchase acceleration) and 75% to secondary demand effects or brand switching. Thus, while Gupta's finding that the majority of promotional response stems from brand switching is supported, the average magnitude of the effect appears to be smaller than first thought. More important, there is ample evidence that promotions have a significant primary demand effect. The relative emphasis on purchase acceleration and brand switching varies systematically across categories, and the second goal of the paper is to explain this variation as a function of exogeneous covariates. In doing this, we recognize that promotional response is the consumer's reaction to a price promotion, and therefore develop a framework for understanding variability in promotional response that is based on the consumer's perspective of the benefits from a price promotion. These benefits are posited to be a function of: (i) category-specific factors, (ii) brand-specific factors, and (iii) consumer characteristics. The framework is formalized as a generalized least squares meta-analysis in which the brand's price elasticity is the dependent variable. Several interesting results emerge from this analysis. • Category-specific factors, brand-specific factors, and consumer demographics explain a significant amount of the variance in promotional response for a brand at both the primary and secondary demand levels. • Category-specific factors have greater influence on variability in promotional response and its decomposition than do brand-specific factors. • There are several instances where exogenous variables do not affect total elasticities yet significantly affect individual components of total elasticity. In fact, the lack of a significant relationship between the variables and total elasticity is often due to offsetting effects within two or more of the three behavioral components of elasticity. This is particularly true for brand-specific factors, which typically have no effect on total elasticity, yet have important effects on the individual behaviors. • There is some evidence to suggest that not all promotion-related increases in primary demand are due to forward-buying—in some cases promotions appear to increase consumption. We use these results to illustrate how category- and brand-specific factors work to drive primary and secondary demand elasticities in different directions. In short, this paper offers an empirical generalization of a key finding on promotional response—how elasticities decompose across brand choice, purchase incidence, and stockpiling—and new insights into factors that explain variance in promotional response. These findings are likely to be of interest to researchers who are concerned with theory development and the generalizability of marketing phenomena, and to managers who plan promotion campaigns.Price Elasticity, Promotion, Brand Choice, Purchase Incidence, Stockpiling, Primary Demand, Secondary Demand, Meta-Analysis