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Ein Präferenzmodell zur Erfassung des Markenwechselverhaltens

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Abstract

Existing models view variety seeking as the result of either differences in the level of attribute satiation across attributes (across attributes variety seeking models) or variations in the level of one attribute (within attribute variety seeking models). The model presented in this paper connects the two approaches for explaining variety seeking. The resulting pattern of consumption is represented as an oscillation about a consumer’s ideal point on the dimension and as an interaction between the perceived levels of two attributes. An empirical study that illustrates the explanatory power of the model developed is reported.

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Authors and Affiliations

  1. Direktor des Center for Market-Oriented Product and Production Management an der Universität Mainz, 55099, Mainz

    Andreas Herrmann

  2. Meyrahn & Associates in Mainz und Boston, USA

    Frank Huber

Authors
  1. Andreas Herrmann
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  2. Frank Huber
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Herrmann, A., Huber, F. Ein Präferenzmodell zur Erfassung des Markenwechselverhaltens. Journal für Marketing 39, 36–48 (2000). https://doi.org/10.1007/BF03033966

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