A common theme in the marketing literature is the acquisition and retention of customers as they trade-up from inexpensive, introductory offerings to those of higher quality. Standard models of choice, however, apply to narrowly defined categories for which assumptions of...

Conjoint analysis is a survey-based method used to measure consumer preferences and predict demand for products that may not yet exist in the marketplace. The most frequently used form of conjoint analysis involves having respondents choose from among a relatively small set of offerings with...

The idea of hierarchical, sequential, or intermediate effects has long been posited in textbooks and academic literature. Hierarchical effects occur when relationships among variables are mediated through other variables. Despite the attractive theoretical properties of these models, their...

Utility maximization is implicit in models of consumer choice, learning, forward-looking behavior and substitution. It is a central feature of models of market competition built on the aggregation of individual choices, and is assumed in nearly all quantitative models of behavior. Yet, while the...

This monograph provides a review of choice models in marketing from the perspective of a utility maximizing consumer subject to budgetary restrictions. Marketing models of choice have undergone many transformations over the last 20 years, and the advent to hierarchical Bayes models indicate that...

Features involving the taste, smell, touch and sight of products, as well as attributes such as safety and confidence, are not easily measured in product research without respondents actually experiencing them for themselves. Moreover, product researchers often evaluate a large number of these...

Fundraising involves the simultaneous consideration of three actors the donor, the charitable organization raising the funds, and the beneficiary. Successful fundraising appeals match donor motivations to preferred organizational and beneficiary attributes while acknowledging the influence of...

Computer and web-based interviewing tools have made response times ubiquitous in marketing research. These data are used as an indicator of data quality by practitioners, and of latent processes related to memory, attributes and decision making by academics. We investigate a Poisson race model...

Mediation analysis is used to study the relationship between stimulus and response in the presence of intermediate, generative variables. The traditional approach to mediation analysis is based on the statistical significance of coefficients in aggregate regression models that assume homogeneity...

Market basket data reflect purchases from multiple product categories, some of which are complements and others that are substitutes. Consumers are more likely to make joint purchases from categories that are complements, and less likely to make joint purchases from categories that are...