Paying a fixed amount of money to participants in choice-based conjoint (CBC) studies is the industry standard. Recently, Ding (2007) has shown that a lottery incentive scheme outperformed a fixed fee incentive scheme when predicting out-of-sample choices. We achieve two research goals in the...

Introduction -- Fundamentals of decision-making -- Behavior Patterns - Foundations of Our Decisions -- Behavior patterns for the perception phase -- Behavior patterns for the decision-making phase -- Behavior patterns for the customer retention phase -- Operational work with behavior patterns.