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...