Usage-Situational Influences on Perceptions of Product-Markets:Theoretical and Empirical Issues

Cognitive approaches for the modeling of consumer choice and product-market structures have generally been based on the perspective where product-markets may he defined as consisting of those products that are purchased by the same consumers who presumably desire the same benefits/costs that products may offer. However, products and consumers are embedded in an environment which may influence choices. This paper reviews the affect of environmental (in particular, usage-situational) conditions on perceptions of product-markets and raises a number of research issues.