Consumer Learning and Brand Valuation for Nonprescription Drugs

  title={Consumer Learning and Brand Valuation for Nonprescription Drugs},
  author={M. Tolga Akçura and F{\"u}sun F. G{\"o}n{\"u}l},
We examine consumers' brand choice behavior on over-the-counter drugs in a discrete choice model with learning while accounting for valuation carryover and unobserved heterogeneity. The model we employ allows us to separate the effect of concurrent marketing promotions from the impact of perceived product quality valuation accrued through past experiences with the drug. Further, it lets us identify fast learners from slow learners and compare brands in terms of their memorability, which… CONTINUE READING


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