Hildebrandt, Lutz; Kalweit, Lea - Sonderforschungsbereich Ökonomisches Risiko <Berlin> - 2008
Context effects can have a major influence on brand choice behavior after the introduction ofa new product. Based on behavioral literature, several hypotheses about the effects of a newbrand on perception, preferences and choice behavior can be derived, but studies with realchoice data are still...