This paper describes a Bayesian model-discrimination procedure which determines for each consumer the stochastic model of brand choice which is best supported by his purchasing behavior. The Bayesian technique is illustrated by means of two Markov models and two Bernoulli models. We first...

Several versions of a mathematical programming model which determines attribute weights for each consumer are empirically eavluated using data on dry cereals and automobiles. The model is found to be a good predictor of consumer preferences, particularly for dry cereals. Managerial implications...