This paper presents a new methodology concerned with the estimation of ultrametric trees calibrated on subjects' pairwise proximity judgments of stimuli, capturing subject heterogeneity using a finite mixture formulation. We assume that a number of unobserved classes of subjects exist, each...

This paper provides empirical insight into the way consumers make pairwise similarity judgments between brands, and how familiarity with the brands, serial position of the pair in a sequence, and the presentation format affect these judgments. Within the similarity judgment process both the...

The development of mixture models can be historically traced back to the work of Newcomb (1886) and Pearson (1894). Mixture distributions have been of considerable interest in recent years leading to a vast number of methodological and applied papers, as well as to three dedicated mono­graphs...

Instead of the heuristic randomization methods to design split questionnaires that are currently used in applied and academic research, we develop a methodology to design the split questionnaire to minimize information loss. Because the number of possible questionnaire designs is exponential in...

Previous conjoint choice design construction procedures have produced a single design that is administered to all subjects. This paper proposes to construct a limited set of different designs. The designs are constructed in a Bayesian fashion, taking into account prior uncertainty about the...

We define sources of heterogeneity in consumer utility functions related to individual differences in response tendencies, drivers of utility, form of the consumer utility function, perceptions of attributes, stated expendencies, and stochasticity. A variety of alternative modeling approaches...

Nodules that may represent lung cancer are often missed in chest X-rays by radiologists. Recording of eye movements during search for nodules provides insights into the search process. We develop a Hierarchical Bayes Hidden Markov Model (HMM) and analyze eye tracking data of sixteen laymen...

In this paper, we develop generalized hierarchical Bayesian ANOVA, to assist experimental researchers in the behavioral and social sciences in the analysis of the effects of experimentally manipulated within- and between-subjects factors. The method alleviates several limitations of classical...

Can online display advertising help consumers to more successfully search for their preferred brands, and thus reduce the impact of competitive clutter on shopping sites? Moreover, if advertising indeed has such direct brand search benefits, which attentional mechanisms account for it? To answer...

With recent advances in information technology, most companies are amassing extensive customer databases. The wealth of information in these databases can be useful in identifying those customers most likely to purchase a new product and in predicting when this adoption may take place. This can...