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Alan David Cooke - University of Florida. Gainesville, FL, US

Alan David Cooke

Associate Professor | University of Florida

Gainesville, FL, UNITED STATES

Alan Cooke is an expert in evaluating consumer behavior.


Alan Cooke is an expert in evaluating consumer behavior, decision making, consumer choice, price perception and psychological scaling. He is an associate professor and Egbert R. Beall/Beall's Department Stores, Inc. Faculty fellow in the Warrington College of Business.

Areas of Expertise (6)

Psychological Scaling

Consumer Behavior

Consumer Choice

Decision Making

Price Perception


Articles (3)

The impact of bundle comparisons on bundle preference

Journal of Behavioral Decision Making

Dan Hamilton Rice, Alan D. J. Cooke and Yanmei Zheng


The bundling literature largely holds that a person's reaction to a given product bundle depends only on the characteristics of the products contained in the bundle. This paper, instead, proposes that people evaluate bundles in reference to other bundles that they have seen.

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Emerging Trends in Product Bundling: Investigating Consumer Choice and Firm Behavior

Customer Needs and Solutions

Vithala R Rao, Gary J Russell, Hemant Bhargava, Alan Cooke, Tim Derdenger, Hwang Kim, Nanda Kumar, Irwin Levin, Yu Ma, Nitin Mehta, John Pracejus, R Venkatesh


Bundling is the practice of selling two or more products together, often at a discounted price. In this article, we extend the concept of bundling to a wide variety of choice settings. We argue that bundle choice covers consumer decision scenarios, which differ with respect to three key dimensions: the number of product categories in the bundle, the party in the distribution system who constructs the bundles, and the time frame of the bundle choice decision.

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The Connected Consumer: Connected Devices and the Evolution of Customer Intelligence

Journal of the Association for Consumer Research

Alan DJ Cooke, Peter P Zubcsek


Technological advances are increasing the connections between customers and companies, products, and one another. Consumers’ use of connected devices is providing rich sources of data about consumers, their activity, and their environment, which we collectively label customer intelligence. At the same time, changes in statistical algorithms and artificial intelligence are making automated inferences and decisions regarding consumer behavior possible. One likely result of these changes is the emergence of companies that are especially adept at generating and using customer intelligence.

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