This article provides a theoretical framework for understanding the communicative effects of product imagery on attention to the brand, specifically, the attentional effects of incorporating a picture or illustration of the product on the packaging of the product. Empirical results from a...

We attempt to provide insights into how heterogeneity has been and can be addressed in choice modeling. In doing so, we deal with three topics: Models of heterogeneity, Methods of estimation and Substantive issues. In describing models we focus on discrete versus continuous representations of...