Understanding Store-Brand Purchase Behavior Across Categories

Authors:
Karsten Hansen;Vishal Singh;Pradeep Chintagunta
Affiliations:
Department of Marketing, Kellogg School of Management, 2001 Sheridan Road, Northwestern University, Evanston, Illinois 60208;Tepper School of Business, Carnegie Mellon University, 5000 Forbes Avenue, 244 Posner Hall, Pittsburgh, Pennsylvania 15213;Graduate School of Business, University of Chicago, 5807 South Woodlawn Avenue, Chicago, Illinois 60637
Venue:
Marketing Science
Year:
2006

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Abstract

Despite some misconceptions, consumer rationality is a property of the researcher rather than the consumer. Consumers become more rational as we are better able to predict their behavior or other important outcomes influenced by their behavior. Perfect ...