The behavioral economics of consumer
brand choice: Establishing a methodology

Abstract
Matching theory predicts choices on concurrent variable ratio schedules will show maximization
via exclusive choice of the richest schedule. Preliminary research has revealed patterns
of brand selection data from individual consumers which show that consumer behavior exhibits
both matching and maximization. In this paper, we summarize the results of a study of 80
consumers
brand selections for nine product categories which indicate that the patterns identified
in our initial research can be generalized. We discuss the implications of our findings for
research in the behavioral economics of consumption in marketing-oriented economies and for
the issue of what and how consumers maximize.

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