A Model and Measurement Methodology for Predicting Individual Consumer Choice
Open Access
- 1 February 1981
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 18 (1) , 1-12
- https://doi.org/10.1177/002224378101800101
Abstract
The authors describe a model and measurement methodology by which to predict the probability that an individual consumer will choose a product from an offered set of competing products. After a brief review of alternative approaches, they use a simple example to illustrate the proposed methodology. They demonstrate the empirical validity of the methodology by using data from an experiment in repetitive choice.Keywords
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