A New Zero-Inflated Negative Binomial Methodology for Latent Category Identification
Simon J. Blanchard
Georgetown University - Robert Emmett McDonough School of Business
Wayne S. DeSarbo
Pennsylvania State University
April 11, 2012
Georgetown McDonough School of Business Research Paper No. 2012-12
We introduce a new statistical procedure for the identification of unobserved categories that vary between individuals and in which objects may span multiple categories. This procedure can be used to analyze data from a proposed sorting task data in which individuals may simultaneously assign objects to multiple piles. The results of a synthetic example and a consumer psychology study involving categories of restaurant brands illustrate how the application of the proposed methodology to the new sorting task can account for a variety of categorization phenomena including multiple category memberships and for heterogeneity through individual differences in the saliency of latent category structures.
Number of Pages in PDF File: 42
Keywords: categorization, unobserved Categories, heterogeneity, sorting task, consumer psychology
JEL Classification: C10, C20Accepted Paper Series
Date posted: April 14, 2012 ; Last revised: November 1, 2012
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