Summary
This model of consumer brand choice behavior is a composite of the Bernoulli, Markov, and Linear Learning Models. 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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© 1976 Springer-Verlag Berlin Heidelberg
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Jones, J.M. (1976). A Composite Heterogeneous Model for Brand Choice Behavior. In: Mathematical Models in Marketing. Lecture Notes in Economics and Mathematical Systems, vol 132. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-51565-1_21
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DOI: https://doi.org/10.1007/978-3-642-51565-1_21
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-540-07869-2
Online ISBN: 978-3-642-51565-1
eBook Packages: Springer Book Archive