This paper presents a normative model of promotional decision making and reviews current literature in the model context. The model emphasizes the long-run impact of promotions and draws upon stochastic buyer-behavior model technology. In particular, a stochastic model is used to predict the...

This paper presents a description and an empirical evaluation of a new stochastic model of brand choice, the new-trier model, developed to model the purchasing process following the first purchase of an unfamiliar (to the purchaser) brand. Empirical analysis and model refinement yields several...