The Relationship between Attributes, Brand Preference, and Choice: A Stochastic View

This paper draws from two separate research traditions in marketing theories of consumer behavior: multiattribute expectancy-value models and stochastic choice models. A behavioral basis for the observed brand-switching phenomenon is found in the multiattributed evaluation of alternatives and the uncertainty surrounding such evaluation. A model is proposed to deal with this phenomenon and is fitted against a comprehensive data set. The model is found to compare favorably in predictive value with other models.

• 저널Management Science · 26(6) · 606–619
• 토픽Consumer Market Behavior and Pricing · Marketing
• DOI10.1287/mnsc.26.6.606
• 저자Jean-Marie Blin, Joe A. Dodson