Multiple-Category Decision-Making: Review and Synthesis

Gary J. Russell, S. Ratneshwar, Allan D. Shocker, David Bell, Anand Bodapati, Alex Degeratu, Lutz Hildebrandt, Namwoon Kim, S. Ramaswami and Venkatash H Shankar
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Gary J. Russell: University of Iowa
S. Ratneshwar: University of Connecticut
Allan D. Shocker: San Francisco State University
David Bell: University of Pennsylvania
Anand Bodapati: Northwestern University
Alex Degeratu: Penn State University
Lutz Hildebrandt: Humboldt University Berlin
Namwoon Kim: Hong Kong Polytechnic University
S. Ramaswami: Hong Kong University of Science and Technology
Venkatash H Shankar: University of Maryland

Marketing Letters, 1999, vol. 10, issue 3, No 10, 319-332

Abstract: Abstract In many purchase environments, consumers use information from a number of product categories prior to making a decision. These purchase situations create dependencies in choice outcomes across categories. As such, these decision problems cannot be easily modeled using the single-category, single-choice paradigm commonly used by researchers in marketing. We outline a conceptual framework for categorization, and then discuss three types of cross-category dependence: cross-category consideration cross-category learning, and product bundling. We argue that the key to modeling choice dependence across categories is knowledge of the goals driving consumer behavior.

Keywords: Multiple-Category Choice; Consideration Sets; Cross-Category Dependence; Product Bundling; Market Baskets (search for similar items in EconPapers)
Date: 1999
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DOI: 10.1023/A:1008143526174

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