1989年,Blattberg和Wisniewski提出并证实了品牌价格竞争的非对称效应的存在,即在同等水平的促销情况下,高端品牌(HighTier)在市场份额上的获益要大于低端(LowTier)品牌,或者说低端品牌促销对高端品牌的影响要小于高端品牌促销对低端品牌的影响。这一理论对品牌选择研究和企业定价实践产生了深远影响。本文介绍了对这一理论的两种经济学和一种行为学解释,并对有关的实证研究进行了总结。 In 1989, Blattberg and Wisniewski proposed and confirmed the existence of the asymmetric effect of the price competition in the market. That is, under the same level of promotion, the high-end brands benefit more from the market than the low-end brands, Or the impact of low-end brand promotion on high-end brands is less than the impact of high-end brand promotion on low-end brands. This theory has far-reaching implications for brand choice research and firm pricing practices. This paper presents two kinds of economics and a behavioral explanation of this theory, and summarizes the relevant empirical research.