Consumer Substitution Decisions: An Integrative Framework

23 Pages Posted: 19 May 2014

See all articles by Rebecca Hamilton

Rebecca Hamilton

Georgetown University

Debora V. Thompson

Georgetown University - Department of Marketing

Zachary Arens

Oklahoma State University - Stillwater - Department of Marketing

Simon J. Blanchard

Georgetown University - Robert Emmett McDonough School of Business

Gerald Häubl

University of Alberta - Department of Marketing, Business Economics & Law

P.K. Kannan

University of Maryland - Robert H. Smith School of Business

Uzma Khan

University of Miami - Department of Marketing

Donald R. Lehmann

Columbia Business School - Marketing

Meg Meloy

Pennsylvania State University - Smeal College of Business

Neal Roese

Northwestern University

Manoj Thomas

Cornell University - Samuel Curtis Johnson Graduate School of Management

Date Written: May 6, 2014

Abstract

Substitution decisions have been examined from a variety of perspectives. The economics literature measures cross-price elasticity, operations research models optimal assortments, the psychology literature studies goals in conflict, and marketing research has examined substitution-in-use, brand switching, stockouts and self-control. We integrate these perspectives into a common framework for understanding consumer substitution decisions, their specific drivers (availability of new alternatives, internal vs. external restrictions on choice), the moderating role of a consumer’s commitment to an initially desired alternative, and the affective, motivational, cognitive, and behavioral outcomes of substitution. We use this framework to recommend new avenues for research.

Suggested Citation

Hamilton, Rebecca and Thompson, Debora V. and Arens, Zachary and Blanchard, Simon J. and Häubl, Gerald and Kannan, Pallassana and Khan, Uzma and Lehmann, Donald R. and Meloy, Meg and Roese, Neal and Thomas, Manoj, Consumer Substitution Decisions: An Integrative Framework (May 6, 2014). Marketing Letters, Forthcoming; Georgetown McDonough School of Business Research Paper No. 2438490; Stanford University Graduate School of Business Research Paper No. 14-19; Robert H. Smith School Research Paper No. RHS 2438490. Available at SSRN: https://ssrn.com/abstract=2438490

Rebecca Hamilton (Contact Author)

Georgetown University ( email )

537 Hariri Building
Washington, DC 20057
United States

Debora V. Thompson

Georgetown University - Department of Marketing ( email )

3700 O Street, NW
Washington, DC 20057
United States

HOME PAGE: http://explore.georgetown.edu/people/dvt/?PageTemplateID=319

Zachary Arens

Oklahoma State University - Stillwater - Department of Marketing ( email )

United States

Simon J. Blanchard

Georgetown University - Robert Emmett McDonough School of Business ( email )

3700 O Street, NW
Washington, DC 20057
United States

Gerald Häubl

University of Alberta - Department of Marketing, Business Economics & Law ( email )

Edmonton, Alberta T6G 2R6
Canada

Pallassana Kannan

University of Maryland - Robert H. Smith School of Business ( email )

Department of Marketing
College Park, MD 20742-1815
United States
301-405-2188 (Phone)
301-405-0146 (Fax)

Uzma Khan

University of Miami - Department of Marketing ( email )

United States

Donald R. Lehmann

Columbia Business School - Marketing ( email )

New York, NY 10027
United States

Meg Meloy

Pennsylvania State University - Smeal College of Business ( email )

University Park, PA 16802
United States

Neal Roese

Northwestern University ( email )

2001 Sheridan Road
Evanston, IL 60208
United States

Manoj Thomas

Cornell University - Samuel Curtis Johnson Graduate School of Management ( email )

353 Sage Hall
Ithaca, NY 14853
United States
607-255-7207 (Phone)
607-254-4590 (Fax)

HOME PAGE: http://forum.johnson.cornell.edu/faculty/mthomas/

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