Chorus, Caspar; van Cranenburgh, Sander; Dekker, Thijs - In: Journal of Business Research 67 (2014) 11, pp. 2428-2436
This paper introduces to the field of marketing a regret-based discrete choice model for the analysis of multi-attribute consumer choices from multinomial choice sets. This random regret minimization (RRM) model, which has recently been introduced in the field of transport, forms a regret-based...