Implementing a subjective MCI model: an application to the furniture market

Article Abstract:

The Multiplicative Competitive Interaction (MCI) marketing model for managing store attraction was implemented using a subjective approach to the furniture market in Calvados, Normandy, France. To facilitate its use as a site selection tool, the zeta-squared transformation was carried out on the subjective data to enable the use of consumer surveys on factors determining store attraction. The results underscored the model's limitations in parameter estimation.

Models, Marketing, Marketing models

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Theoretical models of sales promotions: contributions, limitations, and a future research agenda

Article Abstract:

Theoretical models of sales promotions in the literature are considered. The models include those which compare resource allocations for advertising and sales promotions as well as the effectivity of trade promotions and consumer promotions. The other models in the study look at consumer response to price promotions and the different types of sales promotions tools which are effective in certain markets.

Evaluation, Marketing research, Consumer preferences, Market research, Consumer behavior

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Rationality, emotion and preference change: drama-theoretic models of choice

Article Abstract:

Drama-theoretic models are employed in the convergence of contradicting conventional models of rational choice. In this context, theories on preference ranging from personal preferences, which cover emotions, to preferences within a group and organization are analyzed. Effective models can be designed which incorporate the vital effects of emotions and significance of debate in research purposes.

Emotions, Rationalism, Decision theory

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