关键词: 产品线设计, 参考效应, 折中效应, 相似效应, 多项式分对数模型

Abstract: Violate rational choice phenomena can be observed in the consumer purchase process.A product might attract a consumer differently within different choice contexts,which violates the property of independence of irrelevant alternatives in consumers’ decision processes.Context effects indicate that consumer choices are partly driven by the context provided by the set of alternatives.To study the influence of context-dependent preferences of customers on product line design and pricing,three context effects included reference,promise,and similarity effects was integrated into a probabilistic choice model to establish the optimal model of product line design and pricing in the presence of context-dependent preferences.A case study is conducted to verify the proposed model and explore the influence of context effects on optimal product line designs,prices,resulting profits,and market share.The results provided some interesting managerial insights such as decoy products.

Key words: product line design, reference effect, compromise effect, similarity effect, multinomial logit model