Development of a non-linear model of attitudes, intentions and competition

This paper presents a systematic attempt to develop a profile of the underlying relationship among attitudes, intentions and competition. By using Laroche's decomposition method, a set of consistent patterns seem to emerge pointing toward exponential and/or threshold effects as well as strong interaction effects. The non-linear approach also leads to highly improved R-squares for all brands. Finally, three possible mathematical formulations are tested, and a simple exponential model was found to reasonably fit the data.