The Prediction of Individual Probabilities of Brand Choice
- 1 December 1978
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 5 (3) , 163-168
- https://doi.org/10.1086/208727
Abstract
This paper investigates three alternative methods for estimating individual probabilities of brand choice: a multi-attribute attitude model, a dollar-metric model, and a constant sum scale. These approaches are compared to actual choice behavior in a controlled experimental setting, with the constant sum scale being the dominant method.Keywords
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