search query: @indexterm Neural networks / total: 121
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| Author: | Hruschka, H. Fettes, W. Probst, M. |
| Title: | Die Bewarung von Ankerpreismodellen bei der Erklarung der Markenwahl |
| Journal: | Schmalenbachs Zeitschrift für Betriebswirtschaftliche Forschung
2002 : AUG, VOL. 54:5, p. 426-441 |
| Index terms: | PRICES MODELS BRAND CHOICE NEURAL NETWORKS |
| Language: | ger |
| Abstract: | The authors evaluate reference price models with regard to their ability to explain brand choices of individual households. Reference price models are of the adaptive expectations and extrapolative expectations types. Brand choice is analyzed by means of multinomial Logit (MNL) models. The authors specify the deterministic utility component of MNL-Models as both conventional linear function and nonlinear function. Nonlinear utility is approximated by an appropriate neural network, a feed forward multilayer perception with sigmoid hidden units. Reference price models of the extrapolative expectation type formed by lagged prices and a time trend are superior to those of the adaptive expectation type for household scanner panel data. |
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