Consumers’ tendency to choose the option in the center of an array and the process underlying this effect is explored. Findings from two eye tracking studies suggest that brands in the horizontal center receive more visual attention. They are more likely to be chosen. Investigation of the...

Consumers’ tendency to choose the option in the center of an array and the process underlying this effect is explored. Findings from two eye-tracking studies suggest that brands in the horizontal center receive more visual attention. They are more likely to be chosen. Investigation of the...

<Emphasis Type="Bold">Background: The choice between surgical and non-surgical treatment options is a fundamental decision for men with local-stage prostate cancer because of differences in risks of genitourinary adverse effects among available treatments. <Emphasis Type="Bold">Objectives: We assessed whether pre-existing genitourinary...</emphasis></emphasis>

Existing research on choice designs focuses exclusively on compensatory models that assume that all available alternatives are considered in the choice process. In this paper, we develop a method to construct efficient designs for a two-stage, consider-then-choose model that involves a...

Marketing science models typically assume that responses of one entity (firm or consumer) are unrelated to responses of other entities. In contrast, models constructed using tools from spatial statistics allow for cross-sectional and longitudinal correlations among responses to be explicitly...

We propose aggregate customization as an approach to improve individual estimates using a hierarchical Bayes choice model. Our approach involves the use of prior estimates to build a common design customized for the average respondent. We conduct two simulation studies to investigate conditions...

Whereas literature in marketing shows that individuals often use noncompensatory decision rules, existing research on dyadic choice is based on compensatory models. In this paper we present a dyadic consider-then-choose model that investigates both compensatory and noncompensatory aspects of the...

Choice decisions in the marketplace are often made by a collection of individuals or a group. Examples include purchase decisions involving families and organizations. A particularly unique aspect of a joint choice is that the group's preference is very likely to diverge from preferences of the...