Browsing by Author "Rooderkerk, Robert P."

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  • Incorporating context effects into a choice model

    Rooderkerk, Robert P.; van Heerde, Harald J.; Bijmolt, Tammo H.A. (American Marketing Association, 2011)
    The behavioral literature provides ample evidence that consumer preferences are partly driven by the context provided by the set of alternatives. Three important context effects are the compromise, attraction, and similarity ...

Robert P. Rooderkerk has 2 co-authors in Research Commons.