Manchanda, Puneet; Ansari, Asim; Gupta, Sunil - In: Marketing Science 18 (1999) 2, pp. 95-114
Consumers make multicategory decisions in a variety of contexts such as choice of multiple categories during a shopping trip or mail-order purchasing. The choice of one category may affect the selection of another category due to the complementary nature (e.g., cake mix and cake frosting) of the...
