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A regression approach to conceptualizing and analyzing marketing transactions

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Abstract

A conceptual approach is developed in this article using the logic and concepts of statistical regression to analyze marketing phenomena such as: attraction, power, conflict, stability, and competition. Marketing transaction is conceptualized as a perceptual phenomenon in the mind of the marketing agent determined by psychological contiguity between perceived benefits and costs. Theattraction felt by a marketing organization toward a target market is conceptualized as theslope of the regression line,power in theintercept of the regression line,stability in thecoefficient of determination, andconflict in thestandard error of the estimate. Competition is conceptualized in terms of theproportion of variance in benefits extracted by a target market accounted for by costs of one competitor marketing organization relative to the costs of other competitor firms. Marketing transactions can also be similarly analyzed from the perspective of the buying agent in dealing with one or more marketing organizations. Managerial implications, limitations, and future research are also discussed.

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  1. Virginia Polytechnic Institute and State University, Virginia, USA

    M. Joseph Sirgy

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  1. M. Joseph Sirgy
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Sirgy, M.J. A regression approach to conceptualizing and analyzing marketing transactions. JAMS 18, 31–42 (1990). https://doi.org/10.1007/BF02729760

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