Representing Heterogeneity in Consumer Response Models 1996 Choice Conference Participants

Marketing Letters, Volume 8, Issue 3, pp 335-348, 1997

Posted: 9 Jun 2016

See all articles by Wayne S. DeSarbo

Wayne S. DeSarbo

Pennsylvania State University

Asim Ansari

Columbia Business School - Marketing

Pradeep K. Chintagunta

University of Chicago

Charles P. Himmelberg

Goldman, Sachs & Co.

Kamel Jedidi

Columbia Business School - Marketing

Richard Johnson

Sawtooth Software

Wagner A. Kamakura

Rice University

Peter Lenk

University of Michigan, Stephen M. Ross School of Business

Kannan Srinivasan

Carnegie Mellon University - David A. Tepper School of Business

Michel Wedel

University of Maryland - Robert H. Smith School of Business, Marketing Department; University of Groningen - Faculty of Economics and Business

Date Written: July 1, 1997

Abstract

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 are reviewed that accommodate subsets of these various sources including cluster-wise regression, latent structure models, compound distributions, random coefficients models, etc. We conclude by defining a number of promising research areas in this field.

Keywords: Heterogeneity, latent structure models, cluster-wise regression, random coefficients models, compound distributions

Suggested Citation

DeSarbo, Wayne S. and Ansari, Asim and Chintagunta, Pradeep K. and Himmelberg, Charles P. and Jedidi, Kamel and Johnson, Richard and Kamakura, Wagner A. and Lenk, Peter and Srinivasan, Kannan and Wedel, Michel, Representing Heterogeneity in Consumer Response Models 1996 Choice Conference Participants (July 1, 1997). Marketing Letters, Volume 8, Issue 3, pp 335-348, 1997. Available at SSRN: https://ssrn.com/abstract=2791748

Wayne S. DeSarbo (Contact Author)

Pennsylvania State University ( email )

University Park
State College, PA 16802
United States

Asim Ansari

Columbia Business School - Marketing ( email )

New York, NY 10027
United States

Pradeep K. Chintagunta

University of Chicago ( email )

5807 S. Woodlawn Avenue
Chicago, IL 60637
United States
773-702-8015 (Phone)
773-702-0458 (Fax)

Charles P. Himmelberg

Goldman, Sachs & Co. ( email )

200 West St
New York, NY 10233
917-343-3218 (Phone)

Kamel Jedidi

Columbia Business School - Marketing ( email )

New York, NY 10027
United States

Richard Johnson

Sawtooth Software

1457 East 840 North
Orem, UT 84097-5486
United States

Wagner A. Kamakura

Rice University ( email )

6100 South Main Street
P.O. Box 1892
Houston, TX 77005-1892
United States
(713) 348-6307 (Phone)

Peter Lenk

University of Michigan, Stephen M. Ross School of Business ( email )

701 Tappan Street
Ann Arbor, MI MI 48109
United States

Kannan Srinivasan

Carnegie Mellon University - David A. Tepper School of Business ( email )

5000 Forbes Avenue
Pittsburgh, PA 15213-3890
United States

Michel Wedel

University of Maryland - Robert H. Smith School of Business, Marketing Department ( email )

College Park, MD 20742
United States
301.405.2162 (Phone)
301.405.0146 (Fax)

HOME PAGE: http://www.rhsmith.umd.edu/marketing/faculty/wedel.html

University of Groningen - Faculty of Economics and Business ( email )

Postbus 72
9700 AB Groningen
Netherlands

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