Marketers often analyze multinomial choice from a set of branded products to learn about demand. Given a set of brands to study, we analyze three reasons why choices from strict subsets of the brands can contain more statistical information about demand than choices from all the brands in the...

Preference consistency implies that people have learned their willingness to trade off attributes. We argue that this is not necessarily the case. Instead, we show that when preferences are learned in context (e.g., through repeated choices made from a trinary choice set that includes an...

Continuous models of respondent heterogeneity assume the existence of a response function where variables of interest are continuously related to explanatory variables. In many situations this assumption may not be true. In this paper we propose an approach of modeling respondent heterogeneity...

Failures in the use of self-service technology are not only a source of dissatisfaction; often, they also trigger negative emotions of anger and helplessness. Drawing on the appraisal theories of emotion, I argue that these emotions have distinct effects on customers' post-purchase reactions...

Market prices are well known to efficiently collect and aggregate diverse information regarding the economic value of goods, services, and firms, particularly when trading financial securities. We propose a novel application of the price discovery mechanism in the context of marketing research:...