Implications for Asymmetry, Nonproportionality, and Heterogeneity in Brand Switching from Piece-wise Exponential Mixture Hazard Models

M WEDEL*, WA KAMAKURA, WS DESARBO, F TERHOFSTEDE

*Corresponding author for this work

    Research output: Contribution to journalArticleAcademicpeer-review

    Abstract

    The authors develop a class of mixtures of piece-wise exponential hazard models for the analysis of brand switching behavior. The models enable the effects of marketing variables to change nonproportionally over time and can, simultaneously, be used to identify segments among which switching and repeat buying behavior differ. Several forms of asymmetry in brand switching are accommodated. The authors provide an application to the analysis of scanner panel data on ketchup, which illustrates the implications for asymmetry, nonproportionality, and heterogeneity. The results show that the model predicts purchases and purchase timing in holdout data better than the models proposed by Kamakura and Russell (1989) and Vilcassim and Jain (1991).

    Original languageEnglish
    Pages (from-to)457-462
    Number of pages6
    JournalJournal of Marketing Research
    Volume32
    Issue number4
    DOIs
    Publication statusPublished - Nov-1995

    Keywords

    • BEHAVIOR

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