The New-Trier Stochastic Model of Brand Choice

David A. Aaker
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David A. Aaker: University of California, Berkeley

Management Science, 1971, vol. 17, issue 8, B435-B450

Abstract: This paper presents a description and an empirical evaluation of a new stochastic model of brand choice, the new-trier model, developed to model the purchasing process following the first purchase of an unfamiliar (to the purchaser) brand. Empirical analysis and model refinement yields several interesting insights into consumer decision processes. Several managerial applications of the model are considered.

Date: 1971
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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormnsc:v:17:y:1971:i:8:p:b435-b450

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