Choice models in marketing and economics are generally derived without specifying the underlying cognitive process of decision making. This approach has been successfully used to predict choice behavior. However, it has not much to say about such aspects of decision making as deliberation,...

The canonical design of customer satisfaction surveys asks for global satisfaction with a product or service and for evaluations of its distinct attributes. Users of these surveys are often interested in the relationship between global satisfaction and attributes; regression analysis is commonly...

The use of adaptive designs in conjoint analysis has been shown to lead to an endogeneity bias in part-worth estimates using sampling experiments. In this paper, we re-examine the endogeneity issue in light of the likelihood principle. The likelihood principle asserts that all relevant...

Distributional assumptions for random utility models play an important role in relating observed product attributes to choice probabilities. Choice probabilities derived with independent errors have the IIA property, which often does not match consumer behavior and leads to inaccurate source of...