search query: @author Urban, G. L. / total: 11
reference: 6 / 11
| Author: | Roberts, J. H. Urban, G. L. |
| Title: | Modeling multiattribute utility, risk, and belief dynamics for new consumer durable brand choice. |
| Journal: | Management Science
1988 : FEB, VOL. 34:2, p. 167-185 |
| Index terms: | CONSUMER DURABLES BRAND CHOICE MULTIATTRIBUTE MODELS |
| Language: | eng |
| Abstract: | New products are an important source of sales and profit for the firm. A brand choice model is proposed to aid in the prelaunch management of a new consumer durable entry in an existing category. The model contributes to theory by integrating the critical phenomena of multiattribute preference, risk, and dynamics in an individual level expected utility framework. The integration is based on established theoretical constructs in utility, Bayesian decision analysis, and discrete choice theory. Measurement and estimation procedures are presented, and an application is described. |
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