Introduction This paper is a report on an experimental study of consumers' behaviour and on a new theory of choice between close substitutes which we developed from the indications of the results obtained. The theory is not in disharmony with the commonly accepted tenets of the fundamental analysis of demand but differs from the latter in so far as it involves only operational concepts.
Sowter, A., Gabor, A. and Granger, C. (1979), "The Effect off Price on Choice: A Theoretical and Empirical Investigation", Management Decision, Vol. 17 No. 8, pp. 673-690. https://doi.org/10.1108/eb001219Download as .RIS
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