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The Behavioral Economics of Brand Choice
 
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The Behavioral Economics of Brand Choice
 
 
Palgrave Macmillan
 
 
 
 
 
27 Jun 2007
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£73.00
|Hardback Print on Demand
  
9780230006836
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eBooks ebook on Palgrave Connect ebook available via library subscriptions ebook on ebooks.com 
 
 


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DescriptionContentsAuthors

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


Description

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


Contents

Preface
Brand Choice in Behavioral Perspective
The Substitutability of Brands
Behavior Analysis of Consumer Brand Choice: A preliminary analysis
The Behavioral Ecology of Consumer Choice: How and what do consumers maximize
The Behavioral Economics of Consumer Brand Choice: Establishing a methodology
The Behavioral Economics of Consumer Brand Choice: Patterns of reinforcement and utility maximization
Patterns of Consumer Response to Retail Price Differentials
Dynamics of Repeat Purchasing for Packaged Consumer Products
Consumer Brand Choice: Individual and group analyses of demand elasticity
Deviations from Matching Law in Consumer Choice


Authors

GORDON FOXALL is Distinguished Research Professor at Cardiff University, UK. He is a graduate of the Universities of Birmingham (PhD business) and Strathclyde (PhD psychology), and holds a higher doctorate of the University of Birmingham (DSocSc). He is a Fellow of both the British Psychological Society (FBPsS) and the British Academy of Management (FBAM), and an Academician of the Academy of Learned Societies for the Social Sciences (AcSS).

JORGE M.OLIVEIRA-CASTRO is an Associate Professor of Psychology at the University of Brasilia, Brazil. He is a graduate of the University of Brasilia (Psychologist and Masters) and Auburn University (PhD). His research interests lie in the experimental analysis of behaviour and in the application of learning and behavioral economic principles to the analysis of consumer behavior.

VICTORIA JAMES is a Lecturer in Marketing and Strategy. Her research interests lie in the application of behavioral psychology to consumer choice models. Her undergraduate work was at the University of Birmingham and she has also graduated from Cardiff University (Postgraduate Diploma) and Keele University (PhD Management).

TERESA SCHREZENMAIER works for Prophet, a leading brand strategy consultancy in London. She started her career as a Research Associate, working in the field of consumer psychology. Teresa is a graduate of Cardiff University where she gained a PhD in Marketing, exploring consumer brand choice through the lens of behavioral economics.