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Researchers typically use rank ordered logit regression to analyze consumer preference data collected with Best-Worst Scaling (BWS) surveys. We propose a generalized rank ordered logit (GROL) model that accommodates scale and preference heterogeneity. Both the GROL and mixed rank ordered logit...
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We conduct an experiment to examine the separate and interactive effects of individuals' risk preferences and two commonly-used performance measures – return on investment (ROI) and residual income (RI) – on risk-taking in capital investment decisions. We predict and find that the use of ROI...
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