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A Model for Trade-Up and Change in Considered Brands


  • Greg M. Allenby

    () (Fisher College of Business, Ohio State University, Columbus, Ohio 43210)

  • Mark J. Garratt

    () (In4mation Insights, Needham, Massachusetts 02494)

  • Peter E. Rossi

    () (Booth School of Business, University of Chicago, Chicago, Illinois 60637)


A common theme in marketing literature is the acquisition and retention of customers as they trade up from inexpensive introductory offerings to those of higher quality. We develop a nonhomothetic choice model to accommodate effects of advertising, professional recommendation, and other factors that facilitate the description and management of trade-up. Our model allows advertising to affect the relative superiority or inferiority of products. This allows for a wide variety of trade-up patterns beyond those obtained from a standard random utility formulation of the logit model. Our nonhomothetic model allows for advertising to affect more than just brand intercepts (perceived quality), but also the rate at which consumers are willing to trade up to higher-quality brands. Advertising effects are measured using a randomized treatment and evaluated by considering their direct implications for firm pricing and profits.

Suggested Citation

  • Greg M. Allenby & Mark J. Garratt & Peter E. Rossi, 2010. "A Model for Trade-Up and Change in Considered Brands," Marketing Science, INFORMS, vol. 29(1), pages 40-56, 01-02.
  • Handle: RePEc:inm:ormksc:v:29:y:2010:i:1:p:40-56

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    References listed on IDEAS

    1. Jie Zhang, 2006. "An Integrated Choice Model Incorporating Alternative Mechanisms for Consumers' Reactions to In-Store Display and Feature Advertising," Marketing Science, INFORMS, vol. 25(3), pages 278-290, 05-06.
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    7. Kelvin J. Lancaster, 1966. "A New Approach to Consumer Theory," Journal of Political Economy, University of Chicago Press, vol. 74, pages 132-132.
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    9. James H. Pedrick & Fred S. Zufryden, 1991. "Evaluating the Impact of Advertising Media Plans: A Model of Consumer Purchase Dynamics Using Single-Source Data," Marketing Science, INFORMS, vol. 10(2), pages 111-130.
    10. Steven Berry & Ariel Pakes, 2007. "The Pure Characteristics Demand Model," International Economic Review, Department of Economics, University of Pennsylvania and Osaka University Institute of Social and Economic Research Association, vol. 48(4), pages 1193-1225, November.
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    Cited by:

    1. Pradeep K. Chintagunta & Harikesh S. Nair, 2011. "Structural Workshop Paper --Discrete-Choice Models of Consumer Demand in Marketing," Marketing Science, INFORMS, vol. 30(6), pages 977-996, November.
    2. Nobuhiko Terui & Masataka Ban & Greg M. Allenby, 2011. "The Effect of Media Advertising on Brand Consideration and Choice," Marketing Science, INFORMS, vol. 30(1), pages 74-91, 01-02.
    3. Csilla Horváth & Dennis Fok, 2013. "Moderating Factors of Immediate, Gross, and Net Cross-Brand Effects of Price Promotions," Marketing Science, INFORMS, vol. 32(1), pages 127-152, July.
    4. Chandra R. Bhat & Subodh K. Dubey & Mohammad Jobair Bin Alam & Waleed H. Khushefati, 2015. "A New Spatial Multiple Discrete-Continuous Modeling Approach To Land Use Change Analysis," Journal of Regional Science, Wiley Blackwell, vol. 55(5), pages 801-841, November.


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