Context effects and context maps for positioning

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Context effects refer to changes in consumer preference and choice responses when a new alternative is added to a choice set. This paper proposes a general scheme for classifying various context effects using newly defined share-ratio measures (SRM) and share-change measures (SCM). With these measures, we can also draw context maps and preference-substitutability maps that visualise the nature of context effects and positions of competing brands. These maps allow marketers to make positioning decisions that take advantage of positive context effects.
Publisher
MARKET RESEARCH SOCIETY
Issue Date
2006
Language
English
Article Type
Article
Keywords

CHOICE; REASONS

Citation

INTERNATIONAL JOURNAL OF MARKET RESEARCH, v.48, no.2, pp.155 - 177

ISSN
1470-7853
URI
http://hdl.handle.net/10203/9898
Appears in Collection
MT-Journal Papers(저널논문)
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