Representing Heterogeneity in Consumer Response Models 1996 Choice Conference Participants |
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| Authors: | Desarbo Wayne Ansari Asim Chintagunta Pradeep Himmelberg Charles Jedidi Kamel Johnson Richard Kamakura Wagner Lenk Peter Srinivasan Kannan Wedel Michel |
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| Institution: | (1) Department of Marketing, College of Business Administration, Pennsylvania State University, 701 Business Adminstration Building, University Park, PA, 16802-3007;(2) Columbia University, USA;(3) University of Chicago, USA;(4) Sawtooth Software, USA;(5) University of Pittsburgh, USA;(6) University of Michigan, USA;(7) Carnegie Mellon University, USA;(8) University of Groningen, USA |
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| Abstract: | We define sources of heterogeneity in consumer utility functions relatedto individual differences in response tendencies, drivers of utility, formof the consumer utility function, perceptions of attributes, statedependencies, and stochasticity. A variety of alternative modelingapproaches are reviewed that accommodate subsets of these various sourcesincluding clusterwise regression, latent structure models, compounddistributions, random coefficients models, etc. We conclude by defining anumber of promising research areas in this field. |
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| Keywords: | Heterogeneity latent structure models clusterwise regression random coefficients models compound distributions |
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