Study 2A
Choice strategy Protocol
Brand based “…I love Folgers and it would take more than a graph to change my mind…”
Lexicographic “…I based it off aroma reading…”
Trivial attribute based “…The High Altitude Roasting WINS!!...”
Relative trivial attribute
processing “…High Altitude Roasting sounds intriguing. Polishing sounds like
something you do to furniture. Not appealing…”
Study 3
Brand based “…Tropicana is a brand I am most familiar with; therefore it's my first choice…”
Trivial attribute based “…Both the Oasis and Simply Orange uses regular extraction process while Tropicana uses patented Florida extraction process…”
Price based “…the price of oasis is $4 cheaper than the other two brands…”
Joint brand-price “…Tropicana is already the brand I like best, but the price cut definitely makes you want to buy it more…”
Price versus trivial attribute “…It still has the extraction method that the other two do not have, the price change was not enough to make me choose the Simply Orange but it still made it more appealing …”
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Curriculum Vitae
Name: Charan K Bagga
Post-secondary G.B. Pant University
Education and Pantnagar, India
Degrees: 1996-2000 B. Technology
Indian Institute of Management Bangalore, India
2002-2004 MBA
Ivey Business School, Western University London, Ontario, Canada
2010-2015 Ph.D.
Honours and AMA Consortium Doctoral Fellow 2014
Awards: Ivey Plan of Excellence Doctoral Fellowship, 2010 to 2014
Related Work MarketingLecturer, Western University
Experience 2012, 2015
Senior Manager, CSC (www.csc.com) Cleveland, USA
2005 to 2010
Publications:
Bagga, Charan K., Theodore J. Noseworthy and Niraj Dawar (2015), “Asymmetric Consequences of Radical Innovations on Category Representations of Competing Brands,” Journal of Consumer Psychology (Forthcoming).
Dawar, Niraj and Charan Bagga (2015), “A Better Way to Map Brand Strategy,” Harvard Business