Consumer substitution decisions: An integrative framework

Rebecca W. Hamilton, Debora V. Thompson, Zachary G. Arens, Simon J. Blanchard, Gerald Häubl, P. K. Kannan, Uzma Khan, Donald R. Lehmann, Margaret G. Meloy, Neal J. Roese, Manoj Thomas

Research output: Contribution to journalArticle

12 Scopus citations


Substitution decisions have been examined from a variety of perspectives. The economics literature measures cross-price elasticity, operations research models optimal assortments, the psychology literature studies goals in conflict, and marketing research has examined substitution-in-use, brand switching, stockouts, and self-control. We integrate these perspectives into a common framework for understanding consumer substitution decisions; their specific drivers (availability of new alternatives, internal vs. external restrictions on choice); the moderating role of a consumer's commitment to an initially desired alternative; and the affective, motivational, cognitive, and behavioral outcomes of substitution. We use this framework to recommend new avenues for research.

Original languageEnglish (US)
Pages (from-to)305-317
Number of pages13
JournalMarketing Letters
Issue number3
StatePublished - Aug 2014


  • Choice restriction
  • Commitment
  • Consumer choice
  • Substitution

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

Fingerprint Dive into the research topics of 'Consumer substitution decisions: An integrative framework'. Together they form a unique fingerprint.

  • Cite this

    Hamilton, R. W., Thompson, D. V., Arens, Z. G., Blanchard, S. J., Häubl, G., Kannan, P. K., Khan, U., Lehmann, D. R., Meloy, M. G., Roese, N. J., & Thomas, M. (2014). Consumer substitution decisions: An integrative framework. Marketing Letters, 25(3), 305-317.