The commonly used market share models are all based on the implicit assumption of a homogeneous population. However, studies of individual brand choice behavior tend to reject this basic premise. In this paper we attempt to explain why market share models perform well in spite of this underlying...

The question as to the optimality of advertising pulsing has attracted many researchers since first posed by Vidale and Wolfe (1957). In this paper we specify a market share model in which there are two advertising setting firms as well as a no purchase state. The framework is one of a first...

In recent years there has been a growing stream of literature in marketing and economics that models consumers as Bayesian learners. Such learning behavior is often embedded within a discrete choice framework that is then calibrated on scanner panel data. At the same time, it is now accepted...

The question as to the optimality of advertising pulsing has attracted many researchers over the last half-century. In this paper we specify a market share model in which there are two advertising-setting firms as well as a no-purchase option. The framework is that of a first-order Markov...

The emergence of Bayesian methodology has facilitated respondent-level conjoint models, and deriving utilities from choice experiments has become very popular among those modeling product line decisions or new product introductions. This review begins with a paradox of why experimental choices...