Discriminating between behaviour using market data from panels

Hsiu-Yuan Tsao, Leyland Pitt and Colin Campbell

Considerable research exists on stochastic models of switching behaviour that uses sequences of individual-level purchase data.

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...

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