This paper examines the role that conceptual models of consumer behavior can play in a marketing audit. Research employing a model of consumer decision making (an expanded version of a normative model developed by Hauser and Urban), to assess the market position of a public transportation system, is reported. Use of this model to design and select strategy and to reassess market position after strategy implementation also is illustrated. The advantages and limitations of this approach to decision making are discussed.
Get full access to this article
View all access options for this article.
References
1.
BagozziR. (1980), Causal Models in Marketing, New York: Wiley.
2.
BernDaryl J. (1972), “Self-Perception Theory,” in Advances in Experimental Social Psychology, 6, BerkowitzL., ed., New York: Academic Press, 1–62.
3.
BlattbergR. C., and StiversS. R. (1970), “A Statistical Evaluation of Transit Promotion,”Journal of Marketing Research, 7(August), 293–9.
4.
BrunswikE. (1952), The Conceptual Framework of Psychology, Chicago: University of Chicago Press.
5.
CarrollJ. D., and ChangJ. J. (1967), “Relating Preference Data to Multidimensional Scaling Solutions via a Generalization of Coombs’ Unfolding Model,” working paper, Bell Telephone Laboratories, Murray Hill, NJ.
6.
ChoffrayJ. M., and LilienG. L. (1978), “The Market for Solar Cooling: Perceptions, Response, and Strategy Implications,”Studies in the Management Sciences, 10, 209–226.
7.
DawesRobyn, and CorriganBernard (1974), “Linear Models in Decision Making,”Psychological Bulletin, 81, No. 4 (February), 95–106.
8.
EinhornHillel (1971), “Use of Nonlinear, Noncompensatory Models as a Function of Task and Amount of Information,”Organizational Behavior and Human Performance, 6, No. 1 (January), 1–27.
9.
FishbeinM. (1967), “Attitude and the Prediction of Behavior,” in Readings in Attitude Theory and Measurement, FishbeinM., ed., New York: John Wiley and Sons, Inc., 477–92.
10.
FishbeinM. (1972), “The Prediction of Behaviors from Attitudinal Variables,” in Advances in Communication Research, MortensenC. D., and SerenoK. K., eds., New York: Harper & Row, 275–92.
11.
FishbeinM., and AjzenI. (1975), Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Reading, MA: Addison-Wesley.
12.
GreenP. E., and De SarboW. S. (1978), “Additive Decomposition of Perceptions Data via Conjoint Analysis,”Journal of Consumer Research, 5(June), 58–65.
13.
GreenP. E., and WindY. (1973), Multiattributed Decisions in Marketing, Hinsdale, IL: Dryden Press.
14.
HammondK. R. (1972), “Intuitive Knowing,” in The Psychology of Knowing, RoyceJ. R., and RozeboonW. W., eds., New York: Gordon and Breach.
15.
HauserJ. R. (1978a), “Consumer Preference Axioms: Behavioral Postulates for Describing and Predicting Stochastic Choice,”Management Science, 24, No. 13 (September), 1331–1341.
16.
HauserJ. R. (1978b), “Testing and Accuracy, Usefulness, and Significance of Probabilistic Models: An Information Theoretic Approach,”Operations Research, 26, No. 3 (May-June), 406–421.
17.
HauserJ. R., and KoppelmanF. S. (1979), “Alternative Perceptual Mapping Techniques: Relative Accuracy and Usefulness,”Journal of Marketing Research, 16(November), 495–506.
18.
HauserJ. R., and SimmieP. (1981), “Profit Maximizing Perceptual Positions: An Integrated Theory for the Selection of Product Features and Price,”Management Science, 27, No. 1 (January), 33–56.
19.
HauserJ. R., TyboutA. M., and KoppelmanF. S. (1981), “Consumer-Oriented Transportation Service Planning: Consumer Analysis and Strategies,” in Applications of Management Science, SchultzR., ed., 1, JAI Press, 91–138.
20.
HauserJ. R., and UrbanG. L. (1977), “A Normative Methodology for Modeling Consumer Response to Innovation,”Operations Research, 25, No. 4 (July–August), 579–619.
21.
HauserJ. R., and UrbanG. L. (1979), “Assessment of Attribute Importances and Consumer Utility Functions: Von Newmann-Morgenstern Theory Applied to Consumer Behavior,”Journal of Consumer Research, 5(March), 251–262.
22.
HeckmanJ. J. (1978), “Dummy Endogenous Variables in a Simultaneous Equation System,”Econometrica, 46(July), 931–959.
23.
JainA. K., AcitoF., MalhotraN. K., and MahajanV. (1979), “A Comparison of the Internal Validity of Alternative Parameter Estimation Methods in Decompositional Multiattribute Preference Models,”Journal of Marketing Research, 16(August), 313–322.
24.
JohnsonR. M. (1975), “A Simple Method for Pairwise Monotone Regression,”Psychometrika, 40(June), 163–168.
25.
KopplemanF. S., and LyonP. (1981), “Consumer Analysis for Travel to Work or School,”Transportation Science, 15(August).
LevinI. P., and CorryF. A. (1977), “Information Integration Models of Transportation Decisions, working paper, University of Iowa (1977).
28.
McFaddenD. (1973), “Conditional Logit Analysis of Qualitative Choice Behavior,” in Frontiers in Econometrics, ZarembkaP., ed., New York: Academic Press, 105–142.
29.
McFaddenD., “Econometric Models for Probabilistic Choice Among Products,”Journal of Business, 53, No. 3 (July), 513–529.
30.
NeslinS. A. (1978), “Linking Product Features to Perceptions: Application and Evaluation of Graded Paired Comparisons,” in Research Frontiers in Marketing: 1978 Educators Proceedings, JainS., ed., Chicago, IL: American Marketing Association, 6–11.
31.
NormanD. A. (1976), Memory and Attention: An Introduction to Human Information Processing, New York: John Wiley and Sons Inc.
32.
PessemierE. A. (1977), Product Management Strategy and Organization, New York: John Wiley & Sons/Hamilton.
33.
RosenbergM. J. (1956), “Cognitive Structure and Attitudinal Affect,”Journal of Abnormal and Social Psychology, 53, 367–372.
34.
ShockerA., and SrinivasanV. (1979), “Multiattribute Approaches to Product Concept Evaluation and Generation: A Critical Review,”Journal of Marketing Research, 16 (May), 159–180.
35.
ShuganS. M. (1980), “The Cost of Thinking,”Journal of Consumer Research, 7, No. 2 (September), 99–111.
36.
SrinivasanV. (1979), “Estimating Brand Specific Effects in Multiattribute Marketing Models,”Management Science, 25, No. 1 (January), 11–21.
37.
SrinivasanV., and ShockerA. (1973), “Linear Programming Techniques for Multidimensional Analysis of Preferences,”Psychometrika, 38, No. 3 (September), 337–369.
38.
TyboutA. M., and KoppelmanF. S. (1980), “Consumer Oriented Transportation Series: Modification and Evaluation,” final report to the U.S. Department of Transportation, Office of University Research, Contract DOT-OS-70062 (April).
39.
UrbanG. L. (1975), “PERCEPTOR: A Model for Product Positioning,”Management Science, 21, No. 8 (April), 858–871.
40.
UrbanG. L., and HauserJ. R. (1980), Design and Marketing of New Products, Englewood Cliffs, NJ: Prentice-Hall.
41.
WickerAlan (1971), “An Examination of the ‘Other Variables’ Explanation of Attitude Behavior Inconsistency,”Journal of Personality and Social Psychology, 19, 18–30.
42.
WrightPeter (1972), “Consumer Judgment Strategies: Beyond the Compensatory Assumption,” paper presented at 3rd Annual Conference of Association for Consumer Research, 316–24.
43.
WrightPeter (1975), “Consumer Choice Strategies: Simplifying vs. Optimizing,”Journal of Marketing Research, 12(February), 60–7.
