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| Author: | Chintagunta, P. K. |
| Title: | Variety seeking, purchase timing, and the "lightning bolt" brand choice model. |
| Journal: | Management Science
1999 : APR, VOL. 45:4, p. 486-498 |
| Index terms: | Marketing research Marketing profitability Brand choice Marketing models |
| Language: | eng |
| Abstract: | The paper presents a discrete, dynamic brand choice model that belongs to the "Lightning Bolt" model, the class of models developed by R. Roy (1990). Empirical results are presented using household-level data for two different products: two scanner panel datasets, nondiet soft drinks and liquid laundry detergents. It was found that the LB model is a useful framework for isolating the various aspects of dynamic brand choice behavior, and that purchase timing behavior seems to be related to brand choice behavior via the effects of state dependence. |
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