Decision-making Under Uncertainty: Capturing Dynamic Brand Choice Processes In Turbulent Consumer Goods Markets

Inst Operations Research Management Sciences
Publication Type:
Journal Article
Marketing Science, 1996, 15 (1), pp. 1 - 20
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We construct two models of the behavior of consumers in an environment where there is uncertainty about brand attributes. In our models, both usage experience and advertising exposure give consumers noisy signals about brand attributes. Consumers use the
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