Effect of Social Norm on Consumer Demand: Multiple Constraint Approach

• Published in: ASIA MARKETING JOURNAL Vol. 22; no. 1; pp. 41 - 60
• Main Authors: Choi, Sungjee, Nam, Inwoo, Kim, Jaehwan
• Format: Journal Article
• Language: English
• Published: 한국마케팅학회AMJ 2020; Korean Marketing Association
• Subjects: bayesian estimation; choice model; constraint; multiple discreteness; social norms; Bayesian estimation; Multiple discreteness; Choice model; Constraint; Social norms

The goal of the study is to understand the role of social norm in purchase decisions where demand is revealed in the form of multiple-discreteness. Consumers are socially engaged in various activities through the expectation from others in their community. Actions or decisions are likely to reflect...