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...

Response latencies provide information about consumers' choice behavior in a conjoint choice experiment. The authors use filtered response latencies to scale the covariance matrix of a multinomial probit model and show that this leads to better model fit and holdout predictions, even if the...

Conjoint choice designs are frequently applied in practice, and often a base alternative is added to the design. When such a 'no-choice' base alternative is present in conjoint choice experiments a constant term should be added to the design ('X'-) matrix with attribute dummies when effects type...