Market share attraction models are useful tools for analyzing competitive structures.
The models can be used to infer cross-effects of marketing-mix variables, but
also the own effects can be adequately estimated while conditioning on competitive
reactions. Important features of attraction models are that they incorporate that
market shares sum to unity and that the market shares of individual brands are in
between 0 and 1. Next to analyzing competitive structures, attraction models are
also often considered for forecasting market shares.