Analysing Consumer Choice Between Different Mediums of Marketing

Marketing schools and consumer choice

States that the concept of marketing is regarded with suspicion by many in education because of its commercial implications. Marketing is seen as a potential tool for the application of market forces and is therefore regarded as ethically undesirable. Argues that the methods and ideology of commercial marketing, if properly understood and correctly applied by professionals in education, can be ...

Semiparametric Multinomial Logit Models for Analysing Consumer Choice Behaviour

The multinomial logit model (MNL) is one of the most frequently used statistical models in marketing applications. It allows to relate an unordered categorical response variable, for example representing the choice of a brand, to a vector of covariates such as the price of the brand or variables characterising the consumer. In its classical form, all covariates enter in strictly parametric, lin...

Consumer Choice Between Hedonic and Utilitarian Goods

In this article, the authors examine how consumer choice between hedonic and utilitarian goods is influenced by the nature of the decision task. Building on research on elaboration, the authors propose that the relative salience of hedonic dimensions is greater when consumers decide which of several items to give up (forfeiture choices) than when they decide which item to acquire (acquisition c...

Stories in Between: Narratives and Mediums @ Play

Analysing Iconic Consumer Brand Weblogs

The stories consumers report and tell in which they use brands as props or anthropomorphic actors increasingly form a key part of personal and community Weblogs.These stories are drama enactments enabling the storytellers to experience powerful myths. The brand stories consumers tell on purchasing-consumption requires a protagonist consumer to experience an “inciting incident” (McKee 2003) that...