Multiple-Category Decision-Making: Review and Synthesis

Gary J. Russell, S. Ratneshwar, Allan D. Shocker, David Bell, Anand Bodapati, Alex Degeratu, Lutz Hildebrandt, Nam Woon Kim, S. Ramaswami, Venkatash H. Shankar

Research output: Journal article publicationReview articleAcademic researchpeer-review

48 Citations (Scopus)


In many purchase environments, consumers use information from a number of product categories prior to making a decision. These purchase situations create dependencies in choice outcomes across categories. As such, these decision problems cannot be easily modeled using the single-category, single-choice paradigm commonly used by researchers in marketing. We outline a conceptual framework for categorization, and then discuss three types of cross-category dependence: cross-category consideration cross-category learning, and product bundling. We argue that the key to modeling choice dependence across categories is knowledge of the goals driving consumer behavior.
Original languageEnglish
Pages (from-to)319-332
Number of pages14
JournalMarketing Letters
Issue number3
Publication statusPublished - 1 Jan 1999


  • Consideration Sets
  • Cross-Category Dependence
  • Market Baskets
  • Multiple-Category Choice
  • Product Bundling

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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