Gain-probability diagrams in consumer research
David Trafimow, Michael R. Hyman, Alena Kostyk, Ziyuan Wang, Tingting Tong, Tonghui Wang, and Cong Wang
Marketing scholars often compare groups that occur naturally (e.g., socioeconomic status) or due to random assignment of participants to study conditions.
Introduction
Inter-group differences, like those between consumers exhibiting unlike distribution-channelhopping patterns, often interest consumer researchers (Lee & Jung, 2020). In non-experimental research, consumer groups may differ on cultural...
