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This paper integrates psychological theories on how consumers process information with economic models. It develops a theory for selecting physical features and price to achieve a profit maximizing perceptual position. The theory is illustrated with a hypothetical example from the analgesics market and some of the potential psychometric measurements are illustrated with an empirical application in the communications market.
This paper integrates psychological theories on how consumers process information with economic models. It develops a theory for selecting physical features and price to achieve a profit maximizing perceptual position. The theory is illustrated with a hypothetical example from the analgesics market and some of the potential psychometric measurements are illustrated with an empirical application in the communications market.
Droits d'auteur :
Attribution Non-Commercial (BY-NC)
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Téléchargez comme PDF ou lisez en ligne sur Scribd
This paper integrates psychological theories on how consumers process information with economic models. It develops a theory for selecting physical features and price to achieve a profit maximizing perceptual position. The theory is illustrated with a hypothetical example from the analgesics market and some of the potential psychometric measurements are illustrated with an empirical application in the communications market.
Droits d'auteur :
Attribution Non-Commercial (BY-NC)
Formats disponibles
Téléchargez comme PDF ou lisez en ligne sur Scribd