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A Composite Heterogeneous Model for Brand Choice Behavior

J. Morgan Jones
Management Science
Vol. 19, No. 5, Theory Series (Jan., 1973), pp. 499-509
Published by: INFORMS
Stable URL: http://www.jstor.org/stable/2629447
Page Count: 11
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A Composite Heterogeneous Model for Brand Choice Behavior
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Abstract

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.

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