Horsky, Dan; Misra, Sanjog; Nelson, Paul - In: Marketing Science 25 (2006) 4, pp. 322-335
. Furthermore, this “observed” heterogeneity better explains choice than does “unobserved” heterogeneity in the standard scanner … preference information confound state dependence, heterogeneity, and preference effects. Price sensitivities are inflated because … is the “real” preference-based consumer. Further, standard models overestimate the heterogeneity in price and loyalty …