Multiple-Category Decision-Making: Review and Synthesis Academic Article uri icon


  • In many purchase environments, consumers use information from a number of product categories prior to making a decision. These purchase situations create dependencies in choice outcomes across categories. As such, these decision problems cannot be easily modeled using the single-category, single-choice paradigm commonly used by researchers in marketing. We outline a conceptual framework for categorization, and then discuss three types of cross-category dependence: cross-category consideration cross-category learning, and product bundling. We argue that the key to modeling choice dependence across categories is knowledge of the goals driving consumer behavior.

author list (cited authors)

  • Russell, G. J., Ratneshwar, S., Shocker, A. D., Bell, D., Bodapati, A., Degeratu, A., ... Shankar, V. H.

citation count

  • 52

publication date

  • August 1999