A Multiattribute Model of Consumer Choice During Product Learning

Robert J. Meyer and Arvind Sathi
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Robert J. Meyer: University of California, Los Angeles
Arvind Sathi: Carnegie-Mellon University

Marketing Science, 1985, vol. 4, issue 1, 41-61

Abstract: The processes of consumer preference formation during product learning are analyzed. A hypothesis about how individuals form attribute expectations is used to derive a dynamic multinomial logit model of individual choice which endogenously recognizes product learning. The model and its underlying assumptions are then tested in the context of an interactive grocery store learning game. The results support most elements of the proposed model structure. An assumption of temporal stationarity in attribute salience, however, could not be supported. Approaches to implementation of the model are discussed, and implications for marketing management and research in individual choice modeling are addressed.

Keywords: choice models; new product forecasting; decision making under uncertainty (search for similar items in EconPapers)
Date: 1985
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Citations: View citations in EconPapers (18)

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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:4:y:1985:i:1:p:41-61

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