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Russell Gary Bell David Bodapati Anand Brown Christina Chiang Joengwen Gaeth Gary Gupta Sunil Manchanda Puneet 《Marketing Letters》1997,8(3):297-305
Multiple category choice is a decision process in which an individualselects a number of goods, all of which are nonsubstitutable with respect toconsumption. Choices can be made either simultaneously or sequentially. Thekey feature of multiple category choice is the treatment of the choices asinterrelated because each item in the final collection of goods contributesto the achievement of a common behavioral goal. We discuss current andpotential applications of psychology, economics and consumer choice theoryin developing models of multiple category choice. 相似文献
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