Volume 10 (2006)


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


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


Beta Binomial Distribution, Brand Choice, Buyer Behaviour, Consumer Purchasing, Dirichlet Distribution, Gamma Distribution, Multinomial Distribution, Multivariate Beta Distribution, NBD, Negative Binomial Distribution, Poisson Distribution, Purchase Incidence, Stochastic Model