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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
DOI: 10.2307/3149798
Stable URL: http://www.jstor.org/stable/3149798
Page Count: 4
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Elasticity of Product Bias
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Abstract

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.

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