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The Influence of External Constraints on Brand Choice: The Lone-Alternative Effect

Rashi Glazer, Barbara E Kahn and William L Moore

Journal of Consumer Research, 1991, vol. 18, issue 1, 119-27

Abstract: In an earlier "Journal of Consumer Research" article, Kahn, Moore, and Glazer examined the phenomenon of constrained choice in experimental settings and found empirical results that ran counter to generally accepted models of hierarchical choice (e.g., preference trees). In this article, the authors reexamine those findings. Specifically, their main purposes are (1) to provide an explanation for the deviations from accepted theoretical models, (2) to suggest operational measures for the new constructs identified by Kahn, Moore, and Glazer, and (3) to propose a modification of hierarchical models that improves choice prediction by adjusting for bias against lone alternatives. Copyright 1991 by the University of Chicago.

Date: 1991
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Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:18:y:1991:i:1:p:119-27

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Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

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