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Research papers

A consumer choice simulation model

The research concept described in this paper is, in fact, built upon the notion that if we can make measurements in these three areas and if we can develop a reasonably precise understanding of how they relate to consumer behaviour then we find...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling
Author: Alan Frost
June 15, 1998

Research papers

The measurement of commitment

This paper set out to describe the Conversion Model, its methodology and applications, as well as validations. In addition, some of the ways in which its results are being used by marketers were described. Applications of the Conversion Model...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling
Authors: Butch Rice, Jan Hofmeyr
June 15, 1998