Three models—the heterogeneous linear learning model, an evolutionary model, and a model which accounts for both evolutionary behavior and purchase event feedback—are compared for their ability to model an actual situation. All three models acceptably fit the data. However, conclusions about consumer behavior can best be obtained from the dual-effects model.
CITATION STYLE
Jones, J. M. (1970). A Comparison of Three Models of Brand Choice. Journal of Marketing Research, 7(4), 466–473. https://doi.org/10.1177/002224377000700405
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