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Matching, maximisation and consumer choice

James, Victoria and Foxall, Gordon Robert ORCID: 2006. Matching, maximisation and consumer choice. [Working Paper]. Cardiff Business School Working Paper Series M2006/02, Cardiff: Cardiff Business School. Available at:

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The use of behavioural economics and behavioural psychology in consumer choice has been limited. The current study extends the study of consumer behaviour analysis, a synthesis between behavioural psychology, economics and marketing, to a larger data set. The current paper presents the work on progress and presents the results from the early analysis of the data. Choice patterns of consumers are discussed in terms of matching, maximisation and demand and the paper succeeds in once again applying behavioural psychology to consumers observed choice patterns. Strong support is shown for matching as well as maximisation and support of the mutibrand patterns observed by Ehrenberg and colleagues. Demand patterns observed are generally downward sloping although some exceptions are found. Similar results are found to earlier studies and conclusions are positive in the possible marketing uses of consumer behaviour analysis.

Item Type: Monograph (Working Paper)
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Uncontrolled Keywords: Consumer Choice, Marketing, Matching, Maximisation, Demand Analysis, Behavioural Economics, Behavioural Psychology
Publisher: Cardiff Business School
Date of First Compliant Deposit: 30 March 2016
Last Modified: 24 Oct 2022 12:03

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