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<p>This paper examines three foundational modeling frameworks in marketing science (market response models, individual level choice models, and innovation diffusion models) and their role in empirical market research. Drawing on a retrospective synthesis of work originating from Frank Bass, we show that these frameworks continue to organize three core research issues: measurement of marketing effectiveness, stochastic modeling of individual choice, and new product adoption over time. Recent advances in artificial intelligence and machine learning, and expanded data availability and computational power, offer new modeling insights and opportunities. The paper discusses how the three structural marketing models remain relevant in this digital environment, evolving alongside modern computational tools while retaining their interpretability and decision-making power.</p>

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Market response, individual-level choice and diffusion models: from Frank Bass to artificial intelligence

  • 期刊论文

  • 发表日期：

    2026年8月4日

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  • Dominique Hanssens,
  • Dipak Jain,
  • Gurumurthy Kalyanaram,
  • Donald R. Lehmann,
  • Robert Leone,
  • David Reibstein

摘要

This paper examines three foundational modeling frameworks in marketing science (market response models, individual level choice models, and innovation diffusion models) and their role in empirical market research. Drawing on a retrospective synthesis of work originating from Frank Bass, we show that these frameworks continue to organize three core research issues: measurement of marketing effectiveness, stochastic modeling of individual choice, and new product adoption over time. Recent advances in artificial intelligence and machine learning, and expanded data availability and computational power, offer new modeling insights and opportunities. The paper discusses how the three structural marketing models remain relevant in this digital environment, evolving alongside modern computational tools while retaining their interpretability and decision-making power.