Modeling Multiattribute Utility, Risk, and Belief Dynamics for New Consumer Durable Brand Choice
提出一个品牌选择模型，整合多属性偏好、风险和动态信念，用于新耐用品上市前的规划与预测，对营销和产品经理有参考价值。
This paper proposes a brand choice model to aid in the prelaunch management of a new consumer durable entry in an existing category. The model contributes to theory by integrating the critical phenomena of multiattribute preference, risk, and dynamics in an individual level expected utility framework. The integration is based on established theoretical constructs in utility, Bayesian decision analysis, and discrete choice theory. Measurement and estimation procedures are presented, an application is described, and the managerial relevance of this work as a planning and forecasting tool is examined.