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For decades, scholars and practitioners have been frustrated by the very limited capacity of either psychological or marketing models to predict individual choices on particular occasions. This paper discusses a theory which explains the deg ....

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... a consumer's preference for the most preferred alternative product declines or the product is currently unavailable, the consumer is expected to choose a close substitute. From the firm's strategic point of view, this means that the marketer of a secondary brand should make its brand similar to the most popular brand. Careful consideration of the preceding description of consumer choice behaviour and the firm's selection of a strategy immediately leads one to question the general applicability of these assumption / thought. Although consumers often display stable preferences, sound choice behaviour seldom remains constant. Instead, consu ...