Browsing Working Papers by Author "Dholakia, Ruby Roy"
Now showing items 1-3 of 3
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Positioning strategy and multiattribute information processing
Dholakia, Ruby Roy (2010-03-12)The concept of positioning a brand in the mind of the buyer has evolved from the search for the most effective advertising strategy. The view that consumption objects are not notionally perceived as products but as ... -
Sales incentive decisions within an attribution theory framework
Dholakia, Ruby Roy (2010-03-22)Sales incentives are frequently used by marketers to launch new products or boost the sale of existing products. Two of the major decisions concerning the use of sales incentive are what size and what form of incentive to ... -
Using personality traits to explain consumer behaviour: an experical examination
Dholakia, Ruby Roy (2010-03-12)The use of personality theory in consumer behaviour research has met with more disappointments than success. The belief that individual differences in brand preference or choice behaviour are caused by personality differences ...