The experiment shows how effects of marketing action on the consumer can be investigated by use of small ad hoc consumer panels and door-to-door selling. The effects of price differentials, a promotion, advertising, an out-of-stock condition, the introduction of a new product, and certain weak forms of brand differentiation are examined. The experiment also confirms earlier findings that buyer behavior under semi-artificial conditions resembles that in real life.
CITATION STYLE
Charlton, P., & Ehrenberg, A. S. C. (1976). An Experiment in Brand Choice. Journal of Marketing Research, 13(2), 152–160. https://doi.org/10.1177/002224377601300205
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