Artículo:

Probabilistic Subset-Conjunctive Models for Heterogeneous Consumers

Autor:

Kamel Jedidi

Rajeev Kohli

Resumen:

The authors propose two generalizations of conjunctive and disjunctive screening rules. First, they relax the requirement that an acceptable alternative must be satisfactory on one criterion (disjunctive) or on all criteria (conjunctive). Second, they relax the assumption that consumers make deterministic judgments when evaluating alternatives. They combine the two generalizations into a probabilistic subset-conjunctive rule, which allows consumers to use any number or subset of decision criteria when screening alternatives and permits them to be uncertain about the acceptability of attribute levels

Página:

483

Publicación:

Journal of Marketing Research

Volúmen:

42

Número:

4

Periodo:

November 2005

ISSN:

00222437

SrcID:

00222437-2005-04.txt