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Consumer Choice and Market Outcomes under Ambiguity in Product Quality

Yoo, OS; Sarin, R; (2016) Consumer Choice and Market Outcomes under Ambiguity in Product Quality. Presented at: POMS Annual Conference, Orlando, FL USA.

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Abstract

Facing purchase choices involving ambiguity in product quality, consumers are boundedly rational. Consumers also exhibit varying degrees of predisposition towards a product. We present a simple consumer choice model under ambiguity. Understanding the predisposition / ambiguity interaction may aid a firm's information and brand management strategy.

Type: Conference item (Presentation)
Title: Consumer Choice and Market Outcomes under Ambiguity in Product Quality
Event: POMS Annual Conference
Location: Orlando, FL USA
Dates: 06 May 2016 - 09 May 2016
UCL classification: UCL > Provost and Vice Provost Offices
UCL > Provost and Vice Provost Offices > UCL BEAMS
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science > UCL School of Management
URI: http://discovery.ucl.ac.uk/id/eprint/10038103
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