A Composite Heterogeneous Model for Brand Choice Behavior

This paper proposes a new, more general model of consumer brand choice behavior. The model is a composite of the Bernoulli, Markov, and Linear Learning Models, all of which have previously been proposed to represent brand choice behavior. The properties of the model are explored, and a parameter estimation technique is developed. A special case of the model is developed for situations in which insufficient data are available to estimate the parameters of the complete model.

• 저널Management Science · 19(5) · 499–509
• 토픽Consumer Market Behavior and Pricing · Marketing
• DOI10.1287/mnsc.19.5.499
• 저자J. Morgan Jones