200909Should I Stay or Should I Go?ChernevAlexander September 2009 |
Should I Stay or Should I Go?200909ChernevAlexander Should I Stay or Should I Go?
Alexander Chernev has spent his career studying consumer behavior. In a recent study he found that a consumer’s personal goals, particularly their concern for safety and security, strongly influence how likely they are to switch to something new or stay with what they know. |
ChernevAlexander200909Should I Stay or Should I Go? Alexander Chernev
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200811Jack of All Trades or Master of One?ChernevAlexander November 2008 |
Jack of All Trades or Master of One?200811ChernevAlexander Jack of All Trades or Master of One?
Does an iPod play music better than an iPhone? Does a standalone printer make higher quality printouts than an all-in-one printer/fax/copy machine? Does a laundry detergent promising great cleaning power remove stains better than a laundry detergent that promises both great cleaning power and enhanced protection against fading? |
ChernevAlexander200811Jack of All Trades or Master of One? Alexander Chernev
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200704Unsure What to Order?ChernevAlexander April 2007 |
Unsure What to Order?200704ChernevAlexander Unsure What to Order?
A study by Kellogg Associate Professor of Marketing Alexander Chernev in the September Journal of Consumer Research finds that when a person is unsure what to choose, pricing all items identically can help ease the decision-making process. The strategy, known as "parity pricing," may increase the likelihood that the diner will order dessert at all. |
ChernevAlexander200704Unsure What to Order? Alexander Chernev
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