  Trial-offer markets, where customers can sample a product before deciding
whether to buy it, are ubiquitous in the online experience. Their static and
dynamic properties are often studied by assuming that consumers follow a
multinomial logit model and try exactly one product. In this paper, we study
how to generalize existing results to a more realistic setting where consumers
can try multiple products. We show that a multinomial logit model with
continuation can be reduced to a standard multinomial logit model with
different appeal and product qualities. We examine the consequences of this
reduction on the performance and predictability of the market, the role of
social influence, and the ranking policies.
