Article1968

Repeat-Purchase Estimation and the Linear Learning Model

22 citations0/0 files storedJournal of Marketing Research

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Consumer Market Behavior and Pricing Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

Using experimentally generated data and a method of estimating parameters developed by Massy, the linear learning model was tested as a predictor of brand repeat purchasing. The results differ from those reported earlier and indicate that the model may not be as useful as others have suggested.

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References

1968The Development of Brand Loyalty: An Experimental Study 1962Brand Choice as a Probability Process 1964Markov Chains Applied to Marketing 1966Order and Homogeneity of Family Specific Brand-Switching Processes

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1973McConnell's Experimental Brand Choice Data

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