Yang, Sha; Allenby, Gerg M.; Fennel, Geraldine - In: Marketing Science 21 (2002) 1, pp. 14-31
People consume products in a variety of environments. They drink beer, for example, by themselves, with close friends, on the beach, when playing cards, at tailgate parties, and while having dinner with their boss. Within these environments, an individual may prefer Schaefer beer when drinking...