DC Field | Value | Language |
---|---|---|
dc.contributor.author | Hahn, Minhi | ko |
dc.contributor.author | Won, E | ko |
dc.contributor.author | Kang, HM | ko |
dc.contributor.author | Hyun, Yong Jin | ko |
dc.date.accessioned | 2009-06-30T09:14:24Z | - |
dc.date.available | 2009-06-30T09:14:24Z | - |
dc.date.created | 2012-02-06 | - |
dc.date.created | 2012-02-06 | - |
dc.date.issued | 2006 | - |
dc.identifier.citation | INTERNATIONAL JOURNAL OF MARKET RESEARCH, v.48, no.2, pp.155 - 177 | - |
dc.identifier.issn | 1470-7853 | - |
dc.identifier.uri | http://hdl.handle.net/10203/9898 | - |
dc.description.abstract | 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. | - |
dc.language | English | - |
dc.language.iso | en_US | en |
dc.publisher | MARKET RESEARCH SOCIETY | - |
dc.subject | CHOICE | - |
dc.subject | REASONS | - |
dc.title | Context effects and context maps for positioning | - |
dc.type | Article | - |
dc.identifier.wosid | 000235941400005 | - |
dc.identifier.scopusid | 2-s2.0-33645142559 | - |
dc.type.rims | ART | - |
dc.citation.volume | 48 | - |
dc.citation.issue | 2 | - |
dc.citation.beginningpage | 155 | - |
dc.citation.endingpage | 177 | - |
dc.citation.publicationname | INTERNATIONAL JOURNAL OF MARKET RESEARCH | - |
dc.embargo.liftdate | 9999-12-31 | - |
dc.embargo.terms | 9999-12-31 | - |
dc.contributor.localauthor | Hahn, Minhi | - |
dc.contributor.localauthor | Hyun, Yong Jin | - |
dc.contributor.nonIdAuthor | Won, E | - |
dc.contributor.nonIdAuthor | Kang, HM | - |
dc.type.journalArticle | Article | - |
dc.subject.keywordPlus | CHOICE | - |
dc.subject.keywordPlus | REASONS | - |
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