Individual Differences in Response to Consumer Promotions
This research hypothesizes important individual differences in response to promotions and tests for them using a cross-sectional multinomial logit choice model. Our hypotheses suggest interactions between individual brand preference and the effects of current promotion and past promotional purchase....
Saved in:
Main Authors: | , , |
---|---|
Format: | text |
Language: | English |
Published: |
Institutional Knowledge at Singapore Management University
1991
|
Subjects: | |
Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/1613 https://ink.library.smu.edu.sg/context/lkcsb_research/article/2612/viewcontent/Individual_differences_consumer_1991_afv.pdf |
Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
Institution: | Singapore Management University |
Language: | English |
id |
sg-smu-ink.lkcsb_research-2612 |
---|---|
record_format |
dspace |
spelling |
sg-smu-ink.lkcsb_research-26122019-05-22T07:45:26Z Individual Differences in Response to Consumer Promotions ORTMEYER, Gwen LATTIN, James M. MONTGOMERY, David B. This research hypothesizes important individual differences in response to promotions and tests for them using a cross-sectional multinomial logit choice model. Our hypotheses suggest interactions between individual brand preference and the effects of current promotion and past promotional purchase. To test for these interactions, we introduce a new method of measuring brand preference from past purchase data. The new method seeks to incorporate competitive purchase conditions as modifiers to observed brand purchase behavior in estimating consumer brand preference. We account for heterogeneity in the cross-sectional model by using two measures of loyalty: one to capture differences across individuals and one to capture the time-varying changes within an individual. Our empirical results, based on scanner panel data for instant caffeinated coffee, support our hypotheses and our model specification. We conclude that accounting for consumer heterogeneity both in response to promotion and in brand and size loyalty improves both fit and predictive ability. 1991-09-01T07:00:00Z text application/pdf https://ink.library.smu.edu.sg/lkcsb_research/1613 info:doi/10.1016/0167-8116(91)90010-5 https://ink.library.smu.edu.sg/context/lkcsb_research/article/2612/viewcontent/Individual_differences_consumer_1991_afv.pdf http://creativecommons.org/licenses/by-nc-nd/4.0/ Research Collection Lee Kong Chian School Of Business eng Institutional Knowledge at Singapore Management University Marketing |
institution |
Singapore Management University |
building |
SMU Libraries |
continent |
Asia |
country |
Singapore Singapore |
content_provider |
SMU Libraries |
collection |
InK@SMU |
language |
English |
topic |
Marketing |
spellingShingle |
Marketing ORTMEYER, Gwen LATTIN, James M. MONTGOMERY, David B. Individual Differences in Response to Consumer Promotions |
description |
This research hypothesizes important individual differences in response to promotions and tests for them using a cross-sectional multinomial logit choice model. Our hypotheses suggest interactions between individual brand preference and the effects of current promotion and past promotional purchase. To test for these interactions, we introduce a new method of measuring brand preference from past purchase data. The new method seeks to incorporate competitive purchase conditions as modifiers to observed brand purchase behavior in estimating consumer brand preference. We account for heterogeneity in the cross-sectional model by using two measures of loyalty: one to capture differences across individuals and one to capture the time-varying changes within an individual. Our empirical results, based on scanner panel data for instant caffeinated coffee, support our hypotheses and our model specification. We conclude that accounting for consumer heterogeneity both in response to promotion and in brand and size loyalty improves both fit and predictive ability. |
format |
text |
author |
ORTMEYER, Gwen LATTIN, James M. MONTGOMERY, David B. |
author_facet |
ORTMEYER, Gwen LATTIN, James M. MONTGOMERY, David B. |
author_sort |
ORTMEYER, Gwen |
title |
Individual Differences in Response to Consumer Promotions |
title_short |
Individual Differences in Response to Consumer Promotions |
title_full |
Individual Differences in Response to Consumer Promotions |
title_fullStr |
Individual Differences in Response to Consumer Promotions |
title_full_unstemmed |
Individual Differences in Response to Consumer Promotions |
title_sort |
individual differences in response to consumer promotions |
publisher |
Institutional Knowledge at Singapore Management University |
publishDate |
1991 |
url |
https://ink.library.smu.edu.sg/lkcsb_research/1613 https://ink.library.smu.edu.sg/context/lkcsb_research/article/2612/viewcontent/Individual_differences_consumer_1991_afv.pdf |
_version_ |
1770569967005073408 |