Substitution decisions have been examined from a variety of perspectives. The economics literature measures cross-price elasticity, operations research models optimal assortments, the psychology literature studies goals in conflict, and marketing research has examined substitution-in-use, brand switching, stockouts, and self-control. We integrate these perspectives into a common framework for understanding consumer substitution decisions; their specific drivers (availability of new alternatives, internal vs. external restrictions on choice); the moderating role of a consumer's commitment to an initially desired alternative; and the affective, motivational, cognitive, and behavioral outcomes of substitution. We use this framework to recommend new avenues for research.
Hamilton, Rebecca, Debora Thompson, Zachary Arens, Simon Blanchard, Gerald Haubl, P.K. Kannan, Uzma Khan, Donald Lehmann, Margaret Meloy, Neal Roese, and Manoj Thomas. "Consumer Substitution Decisions: An Integrative Framework." Marketing Letters 25, no. 3 (2014): 305-317.
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