Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/25300
Authors: 
Hildebrandt, Lutz
Kalweit, Lea
Year of Publication: 
2008
Series/Report no.: 
SFB 649 discussion paper 2008,057
Abstract: 
Context effects can have a major influence on brand choice behavior after the introduction of a new product. Based on behavioral literature, several hypotheses about the effects of a new brand on perception, preferences and choice behavior can be derived, but studies with real choice data are still lacking. We employ an internal market structure analysis to measure context effects caused by a new product in scanner panel data, and to discriminate between alternative theoretical explanations. An empirical investigation reveals strong support for categorization effects and changes in perception, which affect customers in two out of five segments.
Subjects: 
Context effects
categorization
brand choice models
new brand introduction
JEL: 
M31
C23
C51
Document Type: 
Working Paper

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