The Theory of Stochastic Preference and Brand Switching
Open Access
- 1 February 1974
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 11 (1) , 1-20
- https://doi.org/10.1177/002224377401100101
Abstract
Strong evidence will be introduced which suggests that brand choice behavior is substantially stochastic. A general theory of stochastic preference is presented and tested. Brand switching data are shown to be in substantial agreement with the theory.Keywords
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