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Konnexionistische Kaufakt- und Markenwahlmodelle

Author

Listed:
  • Jörg Peter Heimel

    (PNM Siemens)

  • Harald Hruschka

    (Universität Regensburg)

  • Martin Natter

    (Wirtschaftsuniversität Wien)

  • Alfred Taudes

    (Wirtschaftsuniversität Wien)

Abstract

Summary Artificial neural networks can be seen as nonlinear generalizations of conventional Statistical or econometric models. This paper studies goodness-of-fit and forecasting Performance of neural networks with one hidden layer. The central dependent variables regarded are purchase incidence and brand choice within the context of consumer non-durables. The connectionist models are compared to the well-known NBD and conditional logit models. Models are estimated on the basis of household panel data. On the whole, the neural models achieve better results than their conventional counterparts. Influence of predictors is interpreted using a distribution of elasticities or change rates.

Suggested Citation

  • Jörg Peter Heimel & Harald Hruschka & Martin Natter & Alfred Taudes, 1998. "Konnexionistische Kaufakt- und Markenwahlmodelle," Schmalenbach Journal of Business Research, Springer, vol. 50(7), pages 596-613, July.
    • Handle: RePEc:spr:sjobre:v:50:y:1998:i:7:d:10.1007_bf03371524
    DOI: 10.1007/BF03371524
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    References listed on IDEAS

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    1. McFadden, Daniel, 1980. "Econometric Models for Probabilistic Choice among Products," The Journal of Business, University of Chicago Press, vol. 53(3), pages 13-29, July.
    2. A. S. C. Ehrenberg, 1959. "The Pattern of Consumer Purchases," Journal of the Royal Statistical Society Series C, Royal Statistical Society, vol. 8(1), pages 26-41, March.
    3. Marcel L. Corstjens & David A. Gautschi, 1983. "Formal Choice Models in Marketing," Marketing Science, INFORMS, vol. 2(1), pages 19-56.
    4. Peter M. Guadagni & John D. C. Little, 1983. "A Logit Model of Brand Choice Calibrated on Scanner Data," Marketing Science, INFORMS, vol. 2(3), pages 203-238.
    5. Morrison, Donald G & Schmittlein, David C, 1988. "Generalizing the NBD Model for Customer Purchases: What Are the Implications and Is It Worth the Effort?," Journal of Business & Economic Statistics, American Statistical Association, vol. 6(2), pages 145-159, April.
    6. Morrison, Donald G & Schmittlein, David C, 1988. "Generalizing the NBD Model for Customer Purchases: What Are the Implications and Is It Worth the Effort? Reply," Journal of Business & Economic Statistics, American Statistical Association, vol. 6(2), pages 165-166, April.
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