Application of a Balanced Satiation Model to Meal Bundle Utility
DOI: 10.1300/J149v03n04_03
Title: Application of a Balanced Satiation Model to Meal Bundle Utility
Journal Title: International Journal of Hospitality & Tourism Administration
Volume: Volume 3
Issue: Issue 4
Publication Date: September 2002
Start Page: 25
End Page: 41
Published online: 12 Oct 2008
ISSN: 1525-6480
Author: Joachim E. Barth PhDa & Vithala R. Rao PhDb
Affiliations:
a School of Hospitality and Tourism Management, University of Guelph
b Marketing and Quantitative Methods, S.C. Johnson Graduate School of Business, Cornell University
Abstract: The consumer's utility for a bundle can be more than, equal to, or less than the sum of the individual item utilities (the simple additive model of subset utility). A hybrid “Balanced Attribute Satiation” model was proposed that incorporated both Balance model, Farquhar and Rao (1976), and Attribute Satiation model, McAlister (1978), terms. An empirical study involving 63 combinations of items drawn from a simple restaurant menu of 12 food items (sandwiches, side orders and desserts) was administered to 211 subjects. It was found that the hybrid Balanced Attribute Satiation model had better model fit and prediction ability than the other competing models.
Accepted: 16 May 2002

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