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Measuring changes in preferences and perception due to the entry of a new brand with choice data

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  • Lutz Hildebrandt
  • Lea Kalweit

Abstract

Context effects can have a major influence on brand choice behavior after the introduction of a new product. Based on behavioral literature, several hypotheses about the effects of a new brand on perception, preferences and choice behavior can be derived, but studies with real choice data are still lacking. We employ an internal market structure analysis to measure context effects caused by a new product in scanner panel data, and to discriminate between alternative theoretical explanations. An empirical investigation reveals strong support for categorization effects and changes in perception, which affect customers in two out of five segments.

Suggested Citation

  • Lutz Hildebrandt & Lea Kalweit, 2008. "Measuring changes in preferences and perception due to the entry of a new brand with choice data," SFB 649 Discussion Papers SFB649DP2008-057, Sonderforschungsbereich 649, Humboldt University, Berlin, Germany.
    • Handle: RePEc:hum:wpaper:sfb649dp2008-057
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    File URL: http://sfb649.wiwi.hu-berlin.de/papers/pdf/SFB649DP2008-057.pdf
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    References listed on IDEAS

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    Cited by:

    1. Wiebach, Nicole & Hildebrandt, Lutz, 2012. "Explaining customers' switching patterns to brand delisting," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 1-10.

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    More about this item

    Keywords

    context effects; categorization; brand choice models; new brand introduction;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • C23 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Models with Panel Data; Spatio-temporal Models
    • C51 - Mathematical and Quantitative Methods - - Econometric Modeling - - - Model Construction and Estimation

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