Conjoint choice experiments are used widely in marketing to study consumer preferences amongst alternative products. We develop a class of choice models, belonging to the class of Poisson race models, that describe a random utility which lends itself to a process-based description of choice. The...

During the completion of a conjoint task, fatigue, boredom, or task simplification strategies and learning effects may cause unobserved changes in individual consumer preferences. We propose a hierarchical Bayesian dynamic switching model that we call Change Point Heterogeneity model (CPHM) to...