Experimental conjoint choice analysis is among the most frequently used methods for measuring and analyzing consumer preferences. The data from such experiments have been typically analyzed with the Multinomial Logit (MNL) model. However, there are several problems associated with the standard...

A latent class model for identifying classes of subjects in paired comparison choice experiments is developed. The model simultaneously estimates a probabilistic classification of subjects and the logit models' coefficients relating characteristics of objects to choices for each respective group...

This dissertation studies the dynamic decision making process in E-commerce. In the first essay, we use eye tracking to investigate how consumers make information acquisition decisions on attribute-by-product matrices in online choice environment such as comparison websites. Hierarchical Hidden...