Discriminating between behaviour using market data from panels
Hsiu-Yuan Tsao
National Chung Hsing University
Leyland Pitt
Simon Fraser University
Colin Campbell
Kent State University
Introduction
Research focusing on the forms of variety-seeking and reinforcement behaviour has received much attention within the literature (Jeuland 1979; Givon 1984; Kahn et al. 1986; Chintagunta 1998). While a characteristic of reinforcement behaviour is an increase in repeat purchase probability, variety-seeking behaviour is typically opposite in nature (Kahn et al. 1986). This research focuses on the influence of reinforcement and variety seeking on promotional responses and marketing variables (Kahn & Raju 1991; Feinberg...