Zero Order Model

Marketing dictionary

Zero Order Model

A probabilistic model in which the probability of occurrence of any given outcome at a particular point in time does not depend on any previous outcomes of the process. Models of this kind are often used to represent brand choice behavior or media exposure patterns (Lilien and Kotler 1983). Evidence that this simple zero order assumption for brand choice behavior cannot be rejected, given empirical choice patterns, has been provided by Bass, Givon, Kalwani, Reibstein, and Wright (1984). Source: AMA

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