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Nonconscious effects of peculiar beliefs on consumer psychology and choice

✍ Scribed by Thomas Kramer; Lauren Block

Book ID
108165416
Publisher
Elsevier Science
Year
2011
Tongue
English
Weight
243 KB
Volume
21
Category
Article
ISSN
1057-7408

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This paper investigates the effects of heterogeneity in consumer choice behaviour. Omitted consumer heterogeneity may lead to badly biased results, and wrong inferences concerning marketing strategies to follow. In this research we study the extent and the cause of this bias. We distinguish between