Complexity Effects in Choice Experiment-Based Models

Many firms rely on choice experiment-based models to evaluate future marketing actions under various market conditions. This research investigates choice complexity (i.e., number of alternatives, number of attributes, and utility similarity between the most attractive alternatives) and individual di...

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Bibliographic Details
Published in:Journal of marketing research 2012-06, Vol.49 (3), p.424-434
Main Authors: DELLAERT, BENEDICT G.C., DONKERS, BAS, VAN SOEST, ARTHUR
Format: Article
Language:English
Subjects:
Automatisierte Produktion
Consumer behavior
Consumer research
Decision making
Experimentelle Ökonomik
Experiments
Komplexitätsmanagement
Konsumentenverhalten
Market conditions
Market share
Marketing
Modeling
Observed choices
Parametric models
Predictability
Predictive modeling
Preferences
Präferenztheorie
Studies
Yogurt
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