Jedidi, Kamel; Jagpal, Sharan; Manchanda, Puneet - In: Marketing Science 22 (2003) 1, pp. 107-130
This paper develops a model for capturing continuous heterogeneity in the joint distribution of reservation prices for products and bundles. Our model is derived from utility theory and captures both within-and among-subject variability. Furthermore, it provides dollarmetric reservation prices...