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.
Marketing Letters 11/2005; 16(3):267-278. · 0.63 Impact Factor