Many theories of consumer behavior involve thresholds and discontinuities. In this paper, we investigate consumers' use of screening rules as part of a discrete-choice model. Alternatives that pass the screen are evaluated in a manner consistent with random utility theory; alternatives that do...

Choice-based conjoint analysis is a popular marketing research technique to learn about consumers' preferences and to make market share forecasts under various scenarios for product offerings. Managers expect these forecasts to be “realistic” in terms of being able to replicate market shares...

This paper examines the effect of message characteristics on donation behavior using an economic model of giving. The utility of giving can come from one's own contribution and possibly from the combined contributions of others. Donors are assumed to be constrained utility maximizers, and the...

The idea of hierarchical, sequential, or intermediate effects has long been posited in textbooks and academic literature. Hierarchical effects occur when relationships among variables are mediated through other variables. Challenges in studying hierarchical effects in marketing include the large...

This paper examines the effect of message characteristics on donation behavior using an economic model of giving. The utility of giving can come from one's own contribution and possibly from the combined contributions of others. Donors are assumed to be constrained utility maximizers, and the...