Consumer Behavior

This international best-selling book explores the revolution in marketing that focuses on the experiences of customers. Moving beyond the traditional "features-and-benefits" marketing that was developed by marketing scientists for the industrial age, Schmitt presents a revolutionary approach for the branding and information age. Schmitt shows how managers can create experiences for their customers through sensory, affective and creative associations as well as lifestyle and social identity campaigns.

Consumers make multi-category decisions in a variety of contexts such as choice of multiple categories during a shopping trip. While complementarity gives managers some control over consumers' buying behavior, co-occurrence or co-incidence is less controllable. Other acts that may affect multi-category choice may be household preferences or household demographics. Not accounting for these 3 factors simultaneously could lead to erroneous inferences.

Documents cultural differences in how individuals represent the social world. The authors' primary claim is that in European American cultural contexts the boundary between the self and another person (any other person) is primary, whereas in East Asian cultures the boundary between the ingroup (the self and other members of important groups) and the outgroup is primary. To test this claim, they adapted a number of research paradigms that have been used to demonstrate self-other differences among members of Western cultures and added a distinction between ingroup and outgroup others.

Different theories, areas of substantive interest, and methods are needed to prevent consumer behavior from becoming increasingly isolated and of marginal relevance in market research. More progress will be made by focusing on relatively underresearched areas, such as: 1. focus on time, 2. the adaptive consumer, and 3. relevant dependent variables. Avenues for substantive focus include: 1. important decisions, 2. not just price and advertising, and 3. the impact of major events. Issues that arise with respect to the methods used to study consumer behavior include: 1.

This paper studies an incomplete contracting model to compare the effectiveness of alternative transfer pricing mechanisms. Transfer pricing serves the dual purpose of guiding intracompany transfers and providing incentives for upfront investments at the divisional level. When transfer prices are determined through negotiation, divisional managers will have insufficient investment incentives due to "hold-up" problems. While cost-based transfer pricing can avoid such "hold-ups", it does suffer from distortions in intracompany transfers.

Consider a category of product variants distinguished by some attribute such as color or flavor. A retailer must construct an assortment for the category, i.e., select a subset variants to stock and determine purchase quantities for each offered variant. We analyze this problem using a multinomial logit model to describe the consumer choice process and a newsboy model to represent the retailer's inventory cost. We show that the optimal assortment has a simple structure and provide insights on how various factors affect the optimal level of assortment variety.

We describe effective time partitioning heuristics for dynamic lot-sizing problems in multiitem and multilocation production/distribution systems. In a time-partitioning heuristic, the complete horizon of (say) N periods, is partitioned into smaller intervals. An instance of the problem is solved, to optimality, on each of these intervals, and the resulting solution coalesced into a solution for the complete horizon. The intervals are selected to be of a size which permits the use of exact and effective solution methods (e.g., branch-and-bound methods).

In this chapter, we provide a survey of analytical models which can be used to assess the benefits and costs associated with delayed product differentiation in a large variety of settings.