| Article ID: | iaor1990445 |
| Country: | United States |
| Volume: | 8 |
| Issue: | 1 |
| Start Page Number: | 1 |
| End Page Number: | 7 |
| Publication Date: | Dec 1989 |
| Journal: | Marketing Science |
| Authors: | Bordley Robert . |
This note derives the Colombo/Morrison ‘hard-core loyal/potential switcher’ model without assuming the existence of either hard-core loyals or potential switchers. It only assumes that the relative probability of buying a product other than what one purchased previously is independent of this previous purchase. This result significantly extends the applicability of the Colombo/Morrison model.