A Comparison of Three Models of Brand Choice
Open Access
- 1 November 1970
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 7 (4) , 466-473
- https://doi.org/10.1177/002224377000700405
Abstract
Three models—the heterogeneous linear learning model, an evolutionary model, and a model which accounts for both evolutionary behavior and purchase event feedback—are compared for their ability to model an actual situation. All three models acceptably fit the data. However, conclusions about consumer behavior can best be obtained from the dual-effects model.Keywords
This publication has 2 references indexed in Scilit:
- A Stochastic Response Model with Application to Brand ChoiceManagement Science, 1969
- Testing Brand - Switching ModelsJournal of Marketing Research, 1966