Yegoryan, Narine; Guhl, Daniel; Paetz, Friederike - 2023
Identifying consumer heterogeneity is a central topic in marketing. While the main focus has been on developing models … and estimation procedures that allow uncovering consumer heterogeneity in preferences, a new stream of literature has … systematically compare five different models that either neglect ANA and preference heterogeneity, account only for one at a time, or …