Prior work in marketing has suggested that advertising —levels beneath which there is essentially no sales response—are rarely encountered in practice. Because advertising policies settle into effective ranges through early trial and error, thresholds cannot be observed directly, and...

Analysts often rely on methods that presume constant stochastic variance, even though its degree can differ markedly across experimental and field settings. This reliance can lead to misestimation of effect sizes or unjustified theoretical or behavioral inferences. Classic utility-based...

We examine the specification and interpretation of discrete-choice models used in behavioral theory testing, with a focus on separating “coefficient scale” from “error scale,” particularly over time. Numerous issues raised in the thoughtful commentaries of Louviere and Swait [Louviere,...