Retail store visitation and the cost-value hypothesis: An application of the AID algorithm
Subhash C. Lonial Ph.D., Stuart Van Auken Ph.D.
Journal of the Academy of Marketing Science · 1978 · Volume 6 · Issue 3
Abstract
This paper provides insights into the cost-value implications of retail store visitation. It does this by relating the extent of retail store visitation to both consumer characteristics and situational variables in the context of a specific type of major appliance purchase. The assessment was based on the usage of the Automatic Interaction Detector (AID). This algorithm determines what variables and categorees within them combine to produce the greatest discrimination in group means by the dependent variable (the number of retail stores visited). An interpretation of AID-revealed binary splits suggests support for the cost-value hypothesis of retail store visitation.
Keywords
Quality Variation, Retail Store, Situational Variable, High Average Level, Consumer Characteristic
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