The Theory of Stochastic Preference and Brand Switching

作者：Frank M. Bass · 发表于：Journal of Marketing Research · 年份：1974 · DOI：10.1177/002224377401100101 · 被引用次数：305 · 研究领域：Decision-Making and Behavioral Economics、Consumer Market Behavior and Pricing、Complex Systems and Time Series Analysis

Strong evidence will be introduced which suggests that brand choice behavior is substantially stochastic. A general theory of stochastic preference is presented and tested. Brand switching data are shown to be in substantial agreement with the theory.