A STRUCTURAL ESTIMABLE MODEL OF FORGETTING IN MEMORY- BASED CHOICE DECISIONS Nitin Mehta Rotman School of Management University of Toronto (Email: nmehta@rotman.utoronto.ca ) Surendra Rajiv Graduate School of Business National University of Singapore (Email: rajiv@nus.sng.edu ) Kannan Srinivasan Graduate School of Industrial Administration Carnegie Mellon University (Email: kannans@andrew.cmu.edu ) April 2003 PLEASE DO NOT CITE This work was partly supported by the Cannaught Research Grant (at RSM, University of Toronto) to the first author. The authors thank Ignatius Horstmann, Andrew Mitchell, Scott Hawkins, Avi Goldfarb, Mengze Shi, Om Narisimhan, Sridhar Moorthy and the seminar participants at the Business Economics Seminar Series at University of Toronto for their useful comments. The usual disclaimer applies.