This study compares the effectiveness of statistical model-based (MB) clustering methods with that of more commonly used non model-based (NMB) procedures in three important contexts: the traditional cluster analysis problem in which a set of consumer characteristic variables is used to form...

Although there is enormous evidence that reference levels influence preferences, conjoint models, one of the most successful marketing research tools, assume that preferences depend on the absolute levels of attributes. In this paper we investigate the relevance of reference effects in two...