Consumer substitution decisions: an integrative framework

Rebecca Hamilton (), Debora Thompson (), Zachary Arens (), Simon Blanchard, Gerald Häubl (), P. Kannan (), Uzma Khan (), Donald Lehmann (), Margaret Meloy (), Neal Roese () and Manoj Thomas ()

Marketing Letters, 2014, vol. 25, issue 3, 305-317

Abstract: Substitution decisions have been examined from a variety of perspectives. The economics literature measures cross-price elasticity, operations research models optimal assortments, the psychology literature studies goals in conflict, and marketing research has examined substitution-in-use, brand switching, stockouts, and self-control. We integrate these perspectives into a common framework for understanding consumer substitution decisions; their specific drivers (availability of new alternatives, internal vs. external restrictions on choice); the moderating role of a consumer’s commitment to an initially desired alternative; and the affective, motivational, cognitive, and behavioral outcomes of substitution. We use this framework to recommend new avenues for research. Copyright Springer Science+Business Media New York 2014

Keywords: Substitution; Consumer choice; Choice restriction; Commitment (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (12)

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DOI: 10.1007/s11002-014-9313-2

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