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Marketing Letters

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01.12.2008

Reinforcement versus balance response in sequential choice

verfasst von: Joel Huber, Kelly Goldsmith, Cassie Mogilner

Erschienen in: Marketing Letters | Ausgabe 3-4/2008

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Abstract

Psychologists often explore the impact of one act on a subsequent related act. With an eye to the marketing literature, this paper explores two properties of sequential choices that involve the resolution of competing goals. Reinforcement occurs when the goals driving the first choice are made stronger by that choice and result in a congruent subsequent choice. Balance occurs when the first choice satisfies or extinguishes the goals that led to the original decision, producing an incongruent subsequent choice. This review examines a number of psychological frameworks that account for reinforcement or balance responses in sequential choice and identifies theoretically relevant moderating variables that lead to either response.

Vorheriger Artikel Behavioral frontiers in choice modeling

Nächster Artikel A theoretical framework for goal-based choice and for prescriptive analysis

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Titel: Reinforcement versus balance response in sequential choice
verfasst von: Joel Huber
Kelly Goldsmith
Cassie Mogilner
Publikationsdatum: 01.12.2008
Verlag: Springer US
Erschienen in: Marketing Letters / Ausgabe 3-4/2008
Print ISSN: 0923-0645
Elektronische ISSN: 1573-059X
DOI: https://doi.org/10.1007/s11002-008-9042-5

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