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Why to use Poisson regression for count data analysis in consumer behavior research

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  • Feihong Xia

    (University of Rhode Island)

Abstract

Count data are often encountered in consumer behavior research. Normal regression, or ordinary least squares, has been used predominantly to analyze count data in experimental studies, while the appropriate models for count data analysis such as Poisson regression have not been fully embraced in consumer behavior research. The fact that only a small fraction of published papers in consumer behavior research with count data have used Poisson regression calls for a push to rethink the common approach of using normal regression for count data analysis. To demonstrate the importance and value of using Poisson regression for count data, we first discuss the parametric forms and properties of both normal regression and Poisson regression, and then show readers through large-scale simulated experiments that Poisson regression is the appropriate model to use for count data, not only because of better model fit but also because of lower error rates in hypothesis testing in various experimental settings, which is critical for consumer behavior researchers.

Suggested Citation

  • Feihong Xia, 2023. "Why to use Poisson regression for count data analysis in consumer behavior research," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(3), pages 379-384, September.
    • Handle: RePEc:pal:jmarka:v:11:y:2023:i:3:d:10.1057_s41270-022-00166-7
    DOI: 10.1057/s41270-022-00166-7
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    References listed on IDEAS

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