Response latencies provide information about consumers' choice behavior in a conjoint choice experiment. The authors use filtered response latencies to scale the covariance matrix of a multinomial probit model and show that this leads to better model fit and holdout predictions, even if the...

Conjoint choice designs are frequently applied in practice, and often a base alternative is added to the design. When such a 'no-choice' base alternative is present in conjoint choice experiments a constant term should be added to the design ('X'-) matrix with attribute dummies when effects type...

Gaze direction and the facial expression of emotion are the two most important facial cues in non-verbal communication. This research involves three eye tracking experiments to investigate the joint effects of facial expression (neutral/happy) and gaze direction (direct/averted) of models on...

This paper is concerned with the spatial representation of market structure calibrated on actual or intended choice data. Previous models developed for that purpose accommodate consumer heterogeneity by estimating parameters for each consumer, typically using the method of maximum likelihood....

Previous conjoint choice design construction procedures have produced a single design that is administered to all subjects. This paper proposes to construct a limited set of different designs. The designs are constructed in a Bayesian fashion, taking into account prior uncertainty about the...

This research compares three strategies that ads can use to convey which product and brand they promote, and it tests how these affect consumer evaluation and the resulting attitudes towards the ad and brand, under exposure durations that range from brief to long. Upfront ads immediately convey...