Boztuğ, Yasemin; Hildebrandt, Lutz - In: Schmalenbach Business Review (sbr) 60 (2008) 4, pp. 400-422
Our research examines the hypothesis that products chosen on a shopping trip to a supermarket indicate the preference interdependencies of consumers between different products or brands. The bundle chosen on the trip can be regarded as an indicator of a global utility function. This function...