Similarities in Choice Behavior Across Product Categories

  title={Similarities in Choice Behavior Across Product Categories},
  author={Andrew Ainslie and Peter E. Rossi},
  journal={Marketing Science},
Differences between consumers in sensitivity to marketing mix variables have been extensively documented in the scanner panel data. All studies of consumer heterogeneity focus on a specific category of products and ignore the fact that the purchase behavior of panel households is often observed simultaneously in multiple categories. If sensitivity to marketing mix variables is a common consumer trait, then one should expect to see similarities in sensitivity across multiple categories. The goal… 

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