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Spatial Models in Marketing

Author

Listed:
  • Eric Bradlow
  • Bart Bronnenberg
  • Gary Russell
  • Neeraj Arora
  • David Bell
  • Sri Duvvuri
  • Frankel Hofstede
  • Catarina Sismeiro
  • Raphael Thomadsen
  • Sha Yang

Abstract

Marketing science models typically assume that responses of one entity (firm or consumer) are unrelated to responses of other entities. In contrast, models constructed using tools from spatial statistics allow for cross-sectional and longitudinal correlations among responses to be explicitly modeled by locating entities on some type of map. By generalizing the notion of a map to include demographic and psychometric representations, spatial models can capture a variety of effects (spatial lags, spatial autocorrelation, and spatial drift) that impact firm or consumer decision behavior. Marketing science applications of spatial models and important research opportunities are discussed. Copyright Springer Science + Business Media, Inc. 2005

Suggested Citation

  • Eric Bradlow & Bart Bronnenberg & Gary Russell & Neeraj Arora & David Bell & Sri Duvvuri & Frankel Hofstede & Catarina Sismeiro & Raphael Thomadsen & Sha Yang, 2005. "Spatial Models in Marketing," Marketing Letters, Springer, vol. 16(3), pages 267-278, December.
    • Handle: RePEc:kap:mktlet:v:16:y:2005:i:3:p:267-278
    DOI: 10.1007/s11002-005-5891-3
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    References listed on IDEAS

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