The Relationship between Attributes, Brand Preference, and Choice: A Stochastic View
结合多属性期望价值模型和随机选择模型，解释品牌转换现象，提出新模型并用数据验证其预测能力优于其他模型。
This paper draws from two separate research traditions in marketing theories of consumer behavior: multiattribute expectancy-value models and stochastic choice models. A behavioral basis for the observed brand-switching phenomenon is found in the multiattributed evaluation of alternatives and the uncertainty surrounding such evaluation. A model is proposed to deal with this phenomenon and is fitted against a comprehensive data set. The model is found to compare favorably in predictive value with other models.