Publication details for Dr Victoria Wells (nee James)Romero, S., Foxall, G.R., Schrezenmaier, T., Oliveira-Castro, J. & James, V.K. (2006). Deviations from matching in Consumer Choice. European Journal of Behavior Analysis 7(1): 15-39.
- Publication type: Journal papers: academic
- ISSN/ISBN: 1502-1149
- Keywords: Matching theory, Consumer behavior, Behavioral economics, Substitutability, Antimatching.
- View online: Online version
- Durham research online: DRO record
Author(s) from Durham
Previous research has demonstrated that the matching law can be successfully applied to consumers' patterns of choice with substitutable products at both individual and aggregated (across a number of individuals) levels of analysis. This research aimed to clarify and generalize previous results found at an individual level using independent and complementary products. Aggregated results show that consumers behave according to the predictions of the matching law with qualitatively different reinforcers only when the data are considered on a weekly basis, i.e., as determined by a series of analogic FR schedules. For analogic VR schedules consumers showed matching independently of the degree of substitutability between the products. Further research is needed at an individual level for which the results were not conclusive, and with more extreme forms of complementarity between products.
Durham Research Online
Use DRO to find books, journal articles and conference papers written by our researchers.