Investigating the competitive assumption of Multinomial Logit models of brand choice by nonparametric modeling |
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| Authors: | Makoto Abe Yasemin Boztug Lutz Hildebrandt |
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| Affiliation: | (1) Faculty of Economics, University of Tokyo, Hongo, Bunkyoku, 113-0033 Tokyo, Japan;(2) Institute of Marketing, Humboldt University of Berlin, Spandauer Str. 1, 10178 Berlin, Germany |
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| Abstract: | Summary The Multinomial Logit (MNL) model is still the only viable option to study nonlinear responsiveness of utility to covariates nonparametrically. This research investigates whether MNL structure of inter-brand competition is a reasonable assumption, so that when the utility function is estimated nonparametrically, the IIA assumption does not bias the result. For this purpose, the authors compare the performance of two comparable nonparametric choice models that differ in one aspect: one assumes MNL competitive structure and the other infers the pattern of brands? competition nonparametrically from data. |
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| Keywords: | nonparametric method generalized additive models brand choice IIA multinomial logit model scanner panel data |
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