Discrete Attribute Models of Brand Switching
Marketing Science · 1986 · Volume 5 · Issue 4
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
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