Fok, Dennis (contributor); Paap, Richard (contributor); … - 2008
Incorporating Responsiveness to Marketing Efiorts in
Brand Choice Modeling
Dennis Fok⁄
Econometric Institute
Erasmus … unobserved heterogeneity that con-
cerns responsiveness to marketing efiorts. We introduce two latent segments of
households. The … flrst segment is assumed to respond to marketing efiorts while
households in the second segment do not do so. Whether a …