Browsing HBS Scholarly Articles by Keyword "utility theory"

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    • The Interrelationships Between Brand and Channel Choice 

      Neslin, Scott; Jerath, Kenshuk; Bodapati, Anand; Bradlow, Eric T.; Deighton, John Anthony; Gensler, Sonja; Lee, Leonard; Montaguti, Elisa; Telang, Rahul; Venkatesan, Raj; Verhoef, Peter C.; Zhang, Z. John (Springer, 2014)
      We propose a framework for the joint study of the consumer's decision of where to buy and what to buy. The framework is rooted in utility theory where the utility is for a particular channel/brand combination. The framework ...