Deviations from Matching in Consumer Choice

Romero Algaba, Alvaro, Foxall, Gordon Robert ORCID: https://orcid.org/0000-0002-3572-6456, Schrezenmaier, Teresa C., Oliveira-Castro, Jorge and James, Victoria 2006. Deviations from Matching in Consumer Choice. European Journal of Behavior Analysis 17 (1) , pp. 15-40.

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Abstract

Previous research has demonstrated that the matching law can be successfully applied to consumers' patterns of choice with substitutable products at both individual and aggregated (across a number of individuals) levels of analysis. This research aimed to clarify and generalize previous results found at an individual level using independent and complementary products. Aggregated results show that consumers behave according to the predictions of the matching law with qualitatively different reinforcers only when the data are considered on a weekly basis, i.e., as determined by a series of analogic FR schedules. For analogic VR schedules consumers showed matching independently of the degree of substitutability between the products. Further research is needed at an individual level for which the results were not conclusive, and with more extreme forms of complementarity between products.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	B Philosophy. Psychology. Religion > BF Psychology H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce
Uncontrolled Keywords:	Matching theory; consumer behavior; behavioral economics; substitutability; antimatching
Publisher:	Norwegian Association for Behavior Analysis
ISSN:	1502-1149
Related URLs:	Publisher
Last Modified:	21 Oct 2022 10:11
URI:	https://orca.cardiff.ac.uk/id/eprint/39338

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