of this powerful concept is still amiss. Drawing on Luhmannian social systems theory, historical analysis, and four …' preferences towards particular brands. On these conceptual foundations a comprehensive brand- and communication-centered theory is … developed that fulfills Alderson', Cox' and Bartels' foundational requirements for a general theory of marketing in an …

Quantal Response Equilibrium presents a stochastic theory of games that unites probabilistic choice models developed in … psychology and statistics with the Nash equilibrium approach of classical game theory. Nash equilibrium assumes precise and … is not perfectly predictable. In contrast, QRE models choice behavior as probabilistic and extends classical game theory …