A behavioral-economic analysis of the essential value of brands.
(2011)
Journal Article
Oliveira-Castro, J., Foxall, G., Yan, J., & Wells, V. (2011). A behavioral-economic analysis of the essential value of brands. Behavioural Processes, 87(1), 106-114. https://doi.org/10.1016/j.beproc.2011.01.007
Recently, Hursh and Silberberg (2008) have advanced a behavior-economic approach to measure the value of reinforcers, in which demand elasticity is measured relative to the point at which price is zero, a technique that allows for comparisons across... Read More about A behavioral-economic analysis of the essential value of brands..