Beyond the Endogeneity Bias: The Effect of Unmeasured Brand Characteristics on Household-Level Brand Choice Models

@article{Chintagunta2005BeyondTE,
  title={Beyond the Endogeneity Bias: The Effect of Unmeasured Brand Characteristics on Household-Level Brand Choice Models},
  author={Pradeep Chintagunta and Jean-Pierre Dub{\'e} and Khim-Yong Goh},
  journal={Management Science},
  year={2005},
  volume={51},
  pages={832-849}
}
W investigate the role of potential weekly brand-specific characteristics that influence consumer choices, but are unobserved or unmeasurable by the researcher. We use an empirical approach, based on the estimation methods used for standard random coefficients logit models, to account for the presence of such unobserved attributes. Using household scanner panel data, we find evidence that ignoring such time-varying latent (to the researcher) characteristics can lead to two types of problems… CONTINUE READING
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