کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
5091876 1478401 2014 21 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Categories shape preferences: A model of taste heterogeneity arising from categorization of alternatives
ترجمه فارسی عنوان
رده بندی تنظیمات شکل: یک مدل از ناهمگونی طعم ناشی از طبقه بندی جایگزین ها
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
چکیده انگلیسی

We propose and test a choice model based on the notion that the category an alternative is perceived to fall into determines the attribute importance weights used to evaluate that alternative. For example, space is more important than fuel economy for an SUV, but the opposite is true for a commuter car. In our model, the weights associated with different categories are stable, but categorization decisions can be subject to significant context effects; that is to say, we suggest that context effects are due to task interpretation rather than to preference construction. We demonstrate that the model can correctly detect experimental manipulations of product categorizations, supporting its suitability as a tool to capture preference heterogeneity arising from categorizations outcomes. The model is then employed to analyze data from a discrete choice experiment and the results provide rich behavioral insights into how categorization influences choice processes.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Choice Modelling - Volume 13, December 2014, Pages 3-23
نویسندگان
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