Mehta, Nitin; Rajiv, Surendra; Srinivasan, Kannan - In: Quantitative Marketing and Economics 2 (2004) 2, pp. 107-140
We propose a structural model to investigate the impact of forgetting on consumers' brand choice decisions in frequently purchased products. Forgetting results in consumers imperfectly recalling their prior brand evaluations when making a purchase decision in the category. We conceptualize the...