IDEAS home Printed from
MyIDEAS: Login to save this article

Using a heterogeneous multinomial probit model with a neural net extension to model brand choice

  • Harald Hruschka

    (Department of Marketing, Faculty of Economics, University of Regensburg, Germany)

Registered author(s):

    The multinomial probit model introduced here combines heterogeneity across households with flexibility of the (deterministic) utility function. To achieve flexibility deterministic utility is approximated by a neural net of the multilayer perceptron type. A Markov Chain Monte Carlo method serves to estimate heterogeneous multinomial probit models which fulfill economic restrictions on signs of (marginal) effects of predictors (e.g., negative for price). For empirical choice data the heterogeneous multinomial probit model extended by a multilayer perceptron clearly outperforms all the other models studied. Moreover, replacing homogeneous by heterogeneous reference price mechanisms and thus allowing price expectations to be formed differently across households also leads to better model performance. Mean utility differences and mean elasticities w.r.t. price and price deviation from reference price demonstrate that models with linear utility and nonlinear utility approximated by a multilayer perceptron lead to very different implications for managerial decision making. Copyright © 2007 John Wiley & Sons, Ltd.

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL:
    File Function: Link to full text; subscription required
    Download Restriction: no

    Article provided by John Wiley & Sons, Ltd. in its journal Journal of Forecasting.

    Volume (Year): 26 (2007)
    Issue (Month): 2 ()
    Pages: 113-127

    in new window

    Handle: RePEc:jof:jforec:v:26:y:2007:i:2:p:113-127
    Contact details of provider: Web page:

    No references listed on IDEAS
    You can help add them by filling out this form.

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:jof:jforec:v:26:y:2007:i:2:p:113-127. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Wiley-Blackwell Digital Licensing)

    or (Christopher F. Baum)

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.