This paper provides insights into the dynamics of attention to TV commercials via an analysis of the length of time that commercials are viewed before being 'zapped'. The model, which incorporates a flexible baseline hazard rate and captures unobserved heterogeneity across both consumers and...

Studies producing longitudinal multinomial data arise in several subject areas. This article suggests a Bayesian approach to the analysis of such data. Rather than infusing a latent model structure, we develop a prior distribution for the multinomial parameters which reflects the longitudinal...