Linear Learning Model

Marketing dictionary

Linear Learning Model

A brand choice model that views the probability of choosing a particular brand on the current choice occasion as linearly related to the consumer's probability for choosing that brand on the previous occasion. The particular linear function applied to the previous period's choice probability depends on whether the brand of interest was actually chosen last time (in which case the "acceptance operator" is applied) or not chosen last time (causing the "rejection operator" to be applied) (Kuehn 1962). In this model, the consumer's probability of selecting a particular brand on the current choice occasion is affected by the entire sequence of previous choices-hence the term learning model is appropriate. Source: AMA

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