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Elasticity of Product Bias
Robert D. Schooler and Albert R. Wildt
Journal of Marketing Research
Vol. 5, No. 1 (Feb., 1968), pp. 78-81
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3149798
Page Count: 4
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This article establishes the concept and measure of the elasticity of product bias. It demonstrates that, for most consumers, the effect of product bias on the selection decision between similar, alternative domestic and foreign goods can be offset by manipulation of the price differential.
Journal of Marketing Research © 1968 American Marketing Association