caa a22 4500 606223290 CHVBK 20210128101137.0 cr unu---uuuuu 210128e20150901xx s 000 0 eng 10.1007/s11129-015-9158-x doi (NATIONALLICENCE)springer-10.1007/s11129-015-9158-x Consumer learning and evolution of consumer brand preferences [Elektronische Daten] [Hai Che, Tülin Erdem, T. Öncü] We develop a structural dynamic demand model that examines how brand preferences evolve when consumers are uncertain about product quality and their needs change periodically. We allow for strategic sampling behavior of consumers under quality uncertainty and allow for strategic sampling to increase periodically as consumers' needs change periodically. We differ from previous work on forward-looking consumer Bayesian learning by allowing for 1) spill-over learning effects across different versions of products or products in different product categories that share a brand name and 2) duration-dependence in utility for a specific version of a product or product class to capture systematic periodic changes in consumer utility and migration of consumers across product versions or classes. We also assess the evolution of price elasticities in markets where there is consumer quality uncertainty that diminishes over time as consumers get more experienced. We estimate our model using scanner data for the disposable diapers category and discuss the consumer behavior and managerial implications of our estimation and policy simulation results. Springer Science+Business Media New York, 2015 Strategic sampling nationallicence Spill-over effects nationallicence Duration dependence nationallicence Consumer choice under uncertainty nationallicence Bayesian learning nationallicence Che Hai Kelley School of Business, Indiana University in Bloomington, Bloomington, IN, USA aut Erdem Tülin Stern School of Business, New York University, New York, NY, USA aut Öncü T. United Nations Conference on Trade and Development, New York, NY, USA aut Quantitative Marketing and Economics Springer US; http://www.springer-ny.com 13/3(2015-09-01), 173-202 1570-7156 13:3<173 2015 13 11129 https://doi.org/10.1007/s11129-015-9158-x text/html Onlinezugriff via DOI BK010053 XK010053 XK010000 Metadata rights reserved Springer special CC-BY-NC licence nationallicence 1 research-article jats NATIONALLICENCE NATIONALLICENCE NL-springer NATIONALLICENCE 856 40 https://doi.org/10.1007/s11129-015-9158-x text/html Onlinezugriff via DOI NATIONALLICENCE 700 1- Che Hai Kelley School of Business, Indiana University in Bloomington, Bloomington, IN, USA aut NATIONALLICENCE 700 1- Erdem Tülin Stern School of Business, New York University, New York, NY, USA aut NATIONALLICENCE 700 1- Öncü T. United Nations Conference on Trade and Development, New York, NY, USA aut NATIONALLICENCE 773 0- Quantitative Marketing and Economics Springer US; http://www.springer-ny.com 13/3(2015-09-01), 173-202 1570-7156 13:3<173 2015 13 11129