This article introduces Bayesian extension of ANOVA for the analysis of experimental data in consumer psychology. The approach, called BANOVA, addresses some common challenges that consumer psychologists encounter in their experimental work, and is specifically suited for the analysis of...

Unobserved heterogeneity in random utility choice models can be dealt with by specifying either a multinomial or a normal distribution of the coefficients, leading to finite mixture logit and mixed logit models. Focusing on the former, we show that individual-level estimates and predictions of...

Modern businesses routinely capture data on millions of observations across subjects, brand SKUs, time periods, predictor variables, and store locations, thereby generating massive high-dimensional datasets. For example, Netflix has choice data on billions of movies selected, user ratings, and...