Predicting Consumer Situational Choice with Neural Networks
Michael Y. Hu (Kent State University, USA), Murali Shanker (Kent State University, USA) and Ming S. Hung (Optimal Solutions Technologies, Inc., USA)
Copyright: © 2004
This study shows how neural networks can be used to model posterior probabilities of consumer choice and a backward elimination procedure can be implemented for feature selection in neural networks. Two separate samples of consumer choice situations were selected from a large consumer panel maintained by AT&T. Our findings support the appropriateness of using neural networks for these two purposes.