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Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior
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Consumer Maximization of Utilitarian and Informational Reinforcement: Comparing Two Utility Measures with Reference

Jorge M Oliveira-Castro1, Gordon R Foxall2

  • 11Instituto de Psicologia, Universidade de Brasília, Campus Universitário Darcy Ribeiro, ICC-Sul, Brasília, DF 70 910-900 Brazil.

The Behavior Analyst
|January 25, 2020
PubMed
Summary

Consumers maximize brand utility by choosing products offering greater functional and social benefits. Higher social class correlates with higher utility per product unit, not total household consumption, for supermarket foods.

Keywords:
Behavior perspective modelConsumer behaviorConsumer behavior analysisSocial classSupermarket food itemsUtility maximization

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Area of Science:

  • Consumer Behavior
  • Marketing Science
  • Behavioral Economics

Background:

  • Consumers aim to maximize utility based on utilitarian and informational reinforcement from brands.
  • The Behavioral Perspective Model (BPM) provides a framework for understanding consumer brand choice.
  • Previous models applied utility functions to BPM parameters using consumer panel data.

Purpose of the Study:

  • To test a modified consumer utility model incorporating aggregate household and per-unit utility.
  • To examine the relationship between consumer utility and social class/age.
  • To refine understanding of brand choice drivers in supermarket food purchases.

Main Methods:

  • Utilized a variation of the Cobb-Douglas utility function applied to BPM parameters.
  • Analyzed consumer panel data measuring utility at both household and per-product-unit levels.
  • Correlated utility measures with consumer social class and age demographics.

Main Results:

  • The modified consumer utility model demonstrated a good fit with the data and yielded consistent parameters.
  • Utility per product unit showed a positive correlation with consumer social class.
  • Total household utility did not show a significant correlation with social class.

Conclusions:

  • Higher-income households achieve greater utility from supermarket foods by selecting brands with superior utilitarian and informational reinforcement per unit.
  • Purchasing decisions are influenced by the quality of reinforcement per product unit, particularly among higher social classes.
  • The findings offer insights into optimizing brand strategies for different consumer segments.