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The Influence of Positive Affect on Variety Seeking Among Safe, Enjoyable Products

โœ Scribed by Barbara E. Kahn and Alice M. Isen


Book ID
121878402
Publisher
University of Chicago Press
Year
1993
Tongue
English
Weight
462 KB
Volume
20
Category
Article
ISSN
0093-5301

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The effect of variety seeking behaviour
โœ Sarigollu, Emine ;Schmittlein, David C. ๐Ÿ“‚ Article ๐Ÿ“… 1996 ๐Ÿ› John Wiley and Sons ๐ŸŒ English โš– 996 KB

In this paper we develop a stochastic (first order Markovian) consumer choice model that represents variety seeking behaviour and we investigate the practical implications of this model for optimal product positioning relative to a zero order model that does not incorporate variety seeking. We show