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Economic theory and empirical evidence suggest natural limits to consumption within a purchase category. But the idea of consumers being satiated - maxed out with respect to their ability to consume any more - has not been satisfactorily explored to yield marketing insights. The author assesses whether 'consumption knows no limits' to reveal new insights for marketers. Product categories manifest different satiation effects, and the success of a competitive strategy is influenced by satiation alongside customer and marketplace characteristics.
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