The Theory of Stochastic Preference and Brand Switching
- 1 February 1974
- journal article
- Published by JSTOR in Journal of Marketing Research
- Vol. 11 (1)
- https://doi.org/10.2307/3150989
Abstract
Strong evidence will be introduced which suggests that brand choice behavior is substantially stochastic. A general theory of stochastic preference is presented...This publication has 0 references indexed in Scilit: