Patterns of Brand Choice

Abstract

The emphasis in this chapter is on the probability concept of attitude and behavior, i.e., a behavioral understanding of choice, and seeks to integrate the contributions of behavioral economics and marketing science. The variety of behavioral economics involved is that in which behavior analysis and experimental analysis merge, and the distinct contribution of combining this approach with the analysis of consumer choice in the context of marketing-oriented economies is that the techniques of behavioral economics, largely confined to the animal laboratory, can be more fully exploited as a means of understanding human consumer choice. This is the domain of consumer behavior analysis.