"A Combined Simply Scalable and Tree-Based Preference Model"

Donald Lehmann, William Moore

© Journal of Business Research, June 1991
Volume: 22 | Issue: 4 | Pages: 311-26

Publication type: Journal article

Research Archive Topic: Marketing

Abstract

This article proposes a model that nests both a strict tree model and the Luce choice model. The multiplicative formulation allows for easy estimation using least-squares procedures. The model is shown to be more parsimonious than the hierarchical elimination method and in a small illustration, to significantly out-perform Luce in predicting soft-drink preferences.

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