Discrete Attribute Models of Brand Switching

J. Wesley Hutchinson
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J. Wesley Hutchinson: University of Florida

Marketing Science, 1986, vol. 5, issue 4, 350-371

Abstract: A formal analysis is presented for three general classes of discrete attribute models of brand switching. The analysis focuses on the role of feature importance in specifying transition probabilities. A number of formal properties based on ordinal relations between transition probabilities are defined and each class of models is shown to satisfy a unique subset of the properties. The analytic results reveal important relations between the functional forms of model equations and the managerially-oriented interpretations that are given to the variables in those equations.

Keywords: brand switching; choice models; attribute importance (search for similar items in EconPapers)
Date: 1986
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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:5:y:1986:i:4:p:350-371

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