This article establishes the concept and measure of the elasticity of product bias. It demonstrates that, for most consumers, the effect of product bias on the selection decision between similar, alternative domestic and foreign goods can be offset by manipulation of the price differential.
Get full access to this article
View all access options for this article.
References
1.
BatePercy, English Table Glass, New York: Charles Scribner's Sons.
2.
ReiersonCurtis, “Are Foreign Products Seen as National Stereotypes,”Journal of Retailing, 42 (Fall 1966), 33–40.
3.
RobertD. Schooler, “Product Bias in the Central American Common Market,”Journal of Marketing Research, 2 (November 1965), 394–7.
4.
RobertD. Schooler, and SunooDonald, “Regional Labeling—A Marketing Strategy for Developing Nations,” (in process).
5.
WaughSidney, The Art of Glass Making, New York: Dodd, Mead and Co., 1939.
