We evaluate reference price models with regard to their ability to explain brand choices of individual households. Reference price models are of the adaptive expectations and extrapolative expectations types. Brand choice is analyzed by means of multinomial logit (MNL) models....

Attraction models are very popular in marketing research for studying the effects of marketing instruments on market shares. However, so far the marketing literature only considers attraction models with certain functional forms that exclude threshold or saturation effects on attraction values.(...)

In der vorliegenden empirischen Untersuchung erreichen Marktanteilsmodelle mit semi-parametrischen additiven Markenattraktionen bessere Anpassungsmaße sowohl nach einem Informationskriterium wie AIC, das ein Modell für die Anzahl verbrauchter Freiheitsgrade bestraft, als auch nach mittels...

The marketing literature so far only considers attraction models with strict functional forms. Greater exibility can be achieved by the neural net based approach introduced which assesses brands' attraction values by means of a perceptron with one hidden layer.(...)