Marketing Papers
Document Type
Journal Article
Date of this Version
December 1969
Abstract
Ehrenberg's sweeping criticism of Markov brand switching models [3] highlights many shortcomings of these models for aggregate analysis of consumer behavior. While it has been pointed out that some of his criticisms are not entirely correct [13], one of Ehrenberg's themes is unquestionably valid. The models tend to break down empirically due to violations of important Markovian stability assumptions [14]. A situation in which the assumptions of the model appear less restrictive is short-run forecasting of store choice behavior of individual families.
COinS
Date Posted: 15 June 2007
This document has been peer reviewed.
Comments
Postprint version. Published in Management Science, Volume 16, Issue 4, December 1969, B-281 to B-285.
Publisher URL: http://mansci.journal.informs.org/