Measuring Variety-Seeking and Reinforcement Behaviors Using Panel Data
Measuring Variety-Seeking and Reinforcement Behaviors Using Panel Data
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DOI：
10.1177/002224378602300201
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发表时间：
1986-05
影响因子：
6.1
通讯作者：
B. Kahn;Manohar U. Kalwani;D. G. Morrison
中科院分区：
文献类型：
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作者：
B. Kahn;Manohar U. Kalwani;D. G. Morrison
作者提出了一个分类框架，用于定义和测量品种寻求和强化行为的替代形式。该框架由七个简单且可测试的模型组成，这些模型捕捉了该领域营销文献中提供的大多数模型的精神。该模型在五个不同产品类别的16个品牌的面板数据上进行了测试。此外，模拟运行，以检查违反建模假设的影响。这些分析提供了关于寻求多样化和强化倾向的见解，这可能对营销经理有益。
The authors propose a taxonomic framework for defining and measuring alternate forms of variety-seeking and reinforcement behavior. This framework is composed of seven simple and testable models that capture the spirit of most of the models offered in the marketing literature in this area. The models are tested on panel data for 16 brands in five separate product categories. In addition, simulations are run to examine the effects of violations of the modeling assumptions. The analyses provide insights about variety-seeking and reinforcement tendencies which may be of benefit to the marketing manager.