Context effects can have a major influence on brand choice behavior after the introduction of a new product. Based on … behavioral literature, several hypotheses about the effects of a new brand on perception, preferences and choice behavior can be … customers in two out of five segments. -- Context effects ; categorization ; brand choice models ; new brand introduction …

We analyze how a manufacturer with a brand-name drug close to patent expiration decides to launch a product …-line extension (an upgrade through innovation) before it faces generic competition. There are two types of physicians: loyal … an inverted U-shaped behaviour with respect to the degree of loyalty. -- brand-name drug ; line extension ; generic …