A rational random behaviour model of cho
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Vanhonacker, Wilfried R. ;Winer, Russell S.
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Article
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1990
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John Wiley and Sons
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English
β 752 KB
I n this paper, a multinomial-Dirichlet-geometric model of consumer brand choice is developed. This individual-level stochastic choice model is derived as an extension of Theil's theory of rational random behaviour. These behavioural assumptions permit modelling of changes in likelihood of purchase