Matching maximisation and consumer choice

Matching maximisation and consumer choice
Document type
Working Paper
James, Victoria; Foxall, Gordon
Cardiff Business School
Date of publication
1 June 2006
Cardiff Marketing and Strategy Working Papers
Marketing: all aspects of marketing, advertising and public relations
Business and management
Material type

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This paper extends the study of consumer behaviour analysis, a synthesis between behavioural psychology, economics and marketing, to a larger data set. The use of behavioural economics and behavioural psychology in consumer choice has been limited. The paper presents the work on progress and presents the results from the early analysis of the data. Choice patterns of consumers are discussed in terms of matching, maximisation and demand and the paper succeeds in once again applying behavioural psychology to consumers observed choice patterns. Strong support is shown for matching as well as maximisation and support of the mutibrand patterns observed by Ehrenberg and colleagues. Demand patterns observed are generally downward sloping although some exceptions are found. Similar results are found to earlier studies and conclusions are positive in the possible marketing uses of consumer behaviour analysis.

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