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首页> 外文期刊>Marketing Science >An Integrated Choice Model Incorporating Alternative Mechanisms for Consumers' Reactions to In-Store Display and Feature Advertising
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An Integrated Choice Model Incorporating Alternative Mechanisms for Consumers' Reactions to In-Store Display and Feature Advertising

机译：集成了替代机制的消费者选择对店内展示和特色广告的综合选择模型

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摘要

The marketing literature has suggested two prominent decision mechanisms through which in-store display and feature advertising can affect brand choice, which I call the price-cut proxy effect and the consideration set formation effect. The primary objective of this study is to propose an integrated brand choice model that incorporates these two possible behavioral mechanisms, which have been shown to work by previous research. The model allows consumers to use various combinations of the decision mechanisms with different probabilities and thus enables one to jointly assess the extent to which each effect might occur in actual purchase data and to investigate how consumers might differ in their tendencies to engage in these decision processes. By incorporating these likely behavioral mechanisms, the proposed model alleviates the problems caused by multicollinearity and produces sensible parameter estimates for the joint effects of promotion vehicles (in-store display, feature ad, and price discount), which contributes to better managerial decision making.
机译：营销文献提出了两种显着的决策机制，通过这些机制，店内展示和特色广告可以影响品牌选择，我将其称为降价代理效应和对价集形成效应。这项研究的主要目的是提出一个综合的品牌选择模型，该模型结合了这两种可能的行为机制，先前的研究已经证明它们可以起作用。该模型允许消费者使用具有不同概率的决策机制的各种组合，从而使人们能够共同评估实际购买数据中每种影响可能发生的程度，并调查消费者在参与这些决策过程时可能会有不同的倾向。通过合并这些可能的行为机制，所提出的模型减轻了由多重共线性引起的问题，并为促销工具（店内展示，特色广告和价格折扣）的联合效应产生了合理的参数估计，这有助于更好地进行管理决策。

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