000 02008pab a2200205 454500
008 140923b0 xxu||||| |||| 00| 0 eng d
040 _cWelingkar Institute of Management Development & Research, Mumbai
_aWelingkar Institute of Management Development & Research, Mumbai
041 _aENG
082 _a
_bYan
100 _aYang Sha
245 _aModeling the Intrahousehold Behavioral Interaction
250 _a3
260 _a
_bJune 2010
_c0
300 _a470-484 Pp.
490 _vXLVII
520 _aQuantitative models in marketing typically focus on the household as the unit of analysis while ignoring the individual family members' behavior and the behavioral interactions among household members. However, knowledge of such intrahousehold behavioral interaction enables marketers to target their communications more effectively. In this article, the authors propose a modeling framework to capture the intrahousehold behavioral interaction based on family members' actual consumption behavior over time. The authors develop a model to capture multiple agents' (more than two individuals') simultaneous choice decisions over more than two choice alternatives. This is extremely difficult with other previously developed modeling approaches. The authors apply the proposed model to a context of family members' television viewing and simultaneously model whether the television is on, which type of program is playing, and which family members are watching. The proposed model makes it possible to estimate the individual's intrinsic preference and the extrinsic preference from a joint consumption with other members. In turn, these estimates enable the authors to test several alternative group decision-making heuristics that may operate in those joint consumption occasions and to conduct managerially useful counterfactual simulations.
650 _aJoint Consumption, Hierarchical Bayesian Analysis
856 _uhttp://192.168.6.13/libsuite/mm_files/Articles/AR11973.pdf
906 _a40330
999 _c31740
_d31740