Modeling Multiattribute Utility, Risk, and Belief Dynamics for New Consumer Durable Brand Choice

John H. Roberts and Glen L. Urban
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John H. Roberts: Australian Graduate School of Management, University of New South Wales, Australia
Glen L. Urban: Sloan School of Management, Massachusetts Institute of Technology, Cambridge, Massachusetts 02139

Management Science, 1988, vol. 34, issue 2, 167-185

Abstract: This paper proposes a brand choice model to aid in the prelaunch management of a new consumer durable entry in an existing category. The model contributes to theory by integrating the critical phenomena of multiattribute preference, risk, and dynamics in an individual level expected utility framework. The integration is based on established theoretical constructs in utility, Bayesian decision analysis, and discrete choice theory. Measurement and estimation procedures are presented, an application is described, and the managerial relevance of this work as a planning and forecasting tool is examined.

Keywords: marketing; marketing: new products (search for similar items in EconPapers)
Date: 1988
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Citations: View citations in EconPapers (104)

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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormnsc:v:34:y:1988:i:2:p:167-185

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