Consumer Substitution Decisions: An Integrative Framework
Marketing Letters, Forthcoming
23 Pages Posted: 19 May 2014
Date Written: May 6, 2014
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.
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