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Consumer substitution decisions: an integrative framework

Author

Listed:
  • Rebecca Hamilton
  • Debora Thompson
  • Zachary Arens
  • Simon Blanchard
  • Gerald Häubl
  • P. Kannan
  • Uzma Khan
  • Donald Lehmann
  • Margaret Meloy
  • Neal Roese
  • Manoj Thomas

Abstract

Substitution decisions have been examined from a variety of perspectives. The economics literature measures cross-price elasticity, operations research models optimal assortments, the psychology literature studies goals in conflict, and marketing research has examined substitution-in-use, brand switching, stockouts, and self-control. We integrate these perspectives into a common framework for understanding consumer substitution decisions; their specific drivers (availability of new alternatives, internal vs. external restrictions on choice); the moderating role of a consumer’s commitment to an initially desired alternative; and the affective, motivational, cognitive, and behavioral outcomes of substitution. We use this framework to recommend new avenues for research. Copyright Springer Science+Business Media New York 2014

Suggested Citation

  • Rebecca Hamilton & Debora Thompson & Zachary Arens & Simon Blanchard & Gerald Häubl & P. Kannan & Uzma Khan & Donald Lehmann & Margaret Meloy & Neal Roese & Manoj Thomas, 2014. "Consumer substitution decisions: an integrative framework," Marketing Letters, Springer, vol. 25(3), pages 305-317, September.
    • Handle: RePEc:kap:mktlet:v:25:y:2014:i:3:p:305-317
    DOI: 10.1007/s11002-014-9313-2
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