Thesis (DoctorateofBusinessAdministration))--University of South Australia, 2004.

Our research proposes a new, multi-attribute, parameterisation of Tversky’s Elimination- By-Aspects (EBA) model. The EBA model conceptualises choice as a covert sequential elimination process with choice probabilities formulated over all consideration sets of the choice set. This specification attempts to capture the effect of context on choice behaviour. However, the EBA model has seen limited usage due to the large number of required parameters given the set of items under study. For a set of items T, it has 2|T| - 3 free parameters, which is infeasible for all but the simplest of contexts. To provide a practical operationalisation, we impose a set of a priori constraints on the parameter space. We define a generic multi-attribute structure to the set of aspects. This restricts the cardinality of the set of unknown scale values while retaining the functional (recursive) form of the model. The EBA hypothesis of a population of lexicographic decision-makers can therefore be tested in more market-realistic contexts, and inferences made over a large universal set of items described by the complete factorial. We call this model the Multi-attribute Elimination-By-Aspects (MEBA) model. The MEBA model reduces the set of unknown free parameters to a maximum of |T|-1. We develop a general algebraic expression for the MEBA choice probabilities as a function of the attributes of the options in the choice set. This enables the derivation of a likelihood function, and consequently maximum likelihood estimation. We also consider the form of optimal MEBA paired comparison designs. Using Monte Carlo simulation and a discrete choice experiment with consumers, we conduct an initial empirical test of the model against the special case of the MNL model (that assumes no context effects) and find the MEBA model to be a better approximation of observed choice behaviour. This is achieved on a common set of parameters, and so it is due solely to the difference in functional form of the two models. We conclude with a discussion on future research directions, in particular the introduction of heterogeneity into the model, and the description of optimal choice experiments for larger choice set sizes.

Our research proposes a new, multi-attribute, parameterisation of Tversky’s Elimination- By-Aspects (EBA) model. The EBA model conceptualises choice as a covert sequential elimination process with choice probabilities formulated over all consideration sets of the choice set. This specification attempts to capture the effect of context on choice behaviour. However, the EBA model has seen limited usage due to the large number of required parameters given the set of items under study. For a set of items T, it has 2|T| - 3 free parameters, which is infeasible for all but the simplest of contexts. To provide a practical operationalisation, we impose a set of a priori constraints on the parameter space. We define a generic multi-attribute structure to the set of aspects. This restricts the cardinality of the set of unknown scale values while retaining the functional (recursive) form of the model. The EBA hypothesis of a population of lexicographic decision-makers can therefore be tested in more market-realistic contexts, and inferences made over a large universal set of items described by the complete factorial. We call this model the Multi-attribute Elimination-By-Aspects (MEBA) model. The MEBA model reduces the set of unknown free parameters to a maximum of |T|-1. We develop a general algebraic expression for the MEBA choice probabilities as a function of the attributes of the options in the choice set. This enables the derivation of a likelihood function, and consequently maximum likelihood estimation. We also consider the form of optimal MEBA paired comparison designs. Using Monte Carlo simulation and a discrete choice experiment with consumers, we conduct an initial empirical test of the model against the special case of the MNL model (that assumes no context effects) and find the MEBA model to be a better approximation of observed choice behaviour. This is achieved on a common set of parameters, and so it is due solely to the difference in functional form of the two models. We conclude with a discussion on future research directions, in particular the introduction of heterogeneity into the model, and the description of optimal choice experiments for larger choice set sizes.

This study examines the effects of two types of consumer knowledge, product and brand knowledge, on consumer fit perceptions between an extension and its parent brand, so as to further investigate the role of consumer knowledge in brand extension evaluations. Based on the reviewed literature four hypotheses were proposed. The first two hypotheses predicted that both product and brand knowledge has an impact of consumer perceived fit between an extension and its parent brand. The other two hypotheses proposed that product knowledge affect more on the fit perceptions between a functional brand and its extension, while brand knowledge affect more on the fit perceptions between a prestige brand and its extension. An experiment was performed to examine these hypothesized relationships. Two hypotheses related to brand knowledge are supported, while the other two hypotheses related to product knowledge are not supported statistically. The results reveal that product and brand knowledge have different effects on consumer fit perceptions between an extension and its parent brand in terms of different brand types, functional vs. prestige brand. The experimental findings demonstrate that brand knowledge has an impact on consumer fit perceptions between an extension and its parent brand, and its effect dominant in prestige brand extension evaluations.

The aim of this thesis is to develop a greater understanding of consumers' brand repertoires. This research is part of the brand choice literature, which involves the analysis of all parts of the brand choice process. While there is clearly a need for research on the size of consumers' repertoites, little research has been conducted on this topic to date. This thesis provides much needed descriptive knowledge in relation to repertoire size, as well as providing information about the potential influence of a selection of consumer characteristics on this measure.

Thesis (Ph.D.)--Kent State University, 2007. / Title from PDF t.p. (viewed Nov. 14, 2007). Advisor: Michael Y. Hu. Keywords: marketing, service. Includes questionnaire. Includes bibliographical references (p. 134-145).

Thesis (Ph.D.)--Edith Cowan University, 2004. / Submitted to the Faculty of Business and Public Management. Includes bibliographical references.

Thesis (M. Bus. )--Edith Cowan University, 2006. / Submitted to the Faculty of Business and Law. Includes bibliographical references.

Thesis (M.S.)--University of Delaware, 2008. / Principal faculty advisor: John C. Bernard, Dept. of Food & Resource Economics. Includes bibliographical references.

Thesis (doctoral)--Delft University, 1991. / Summary in Dutch. Includes bibliographical references (p. 194-206).