The Dirichlet: A comprehensive model of buying behaviour

Gerald J Goodhardt, Andrew S.C. Ehrenberg and Christopher Chatfield

Citation

Goodhardt, G, Ehrenberg, A and Chatfield, C (2006) "The Dirichlet: A comprehensive model of buying behaviour", Journal of Empirical Generalisations in Marketing Science, Vol 10, No.1

Abstract

The Dirichlet is a stochastic model of purchase incidence and brand choice which parsimoniously integrates a wide range of already well-established empirical regularities.

Key Search Words: buyer behaviour, consumer purchasing, stochastic model, purchase incidence, brand choice, Gamma distribution, Poisson distribution, multinomial distribution, Dirichlet distribution, multivariate beta distribution, Beta binomial distribution, negative binomial distribution

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