Note—Relaxing the Loyalty Condition in the Colombo/Morrison Model

Robert F. Bordley
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Robert F. Bordley: General Motors Research Labs

Marketing Science, 1989, vol. 8, issue 1, 100-103

Abstract: This note derives the Colombo/Morrison ‘hard-core loyal/potential switcher' model without assuming the existence of either hard-core loyals or potential switchers. We only assume that the relative probability of buying a product other than what one purchased previously is independent of this previous purchase. This result significantly extends the applicability of the Colombo/Morrison model.

Keywords: mover/stayer models; loyalty; repurchase behavior (search for similar items in EconPapers)
Date: 1989
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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:8:y:1989:i:1:p:100-103

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