| Author: | |
| Title: | Representing heterogeneity in consumer response models |
| Journal: | Marketing Letters
1997 : JUL, VOL. 8:3, p. 335-348 |
| Index terms: | CONSUMERS UTILITY FUNCTIONS MARKETING MODELS REGRESSION ANALYSIS |
| Language: | eng |
| Abstract: | This paper defines sources of heterogeneity in consumer utility functions related to individual differences in response tendencies, form of the consumer utility function, drivers of utility, perceptions of attributes, state dependencies, and stocasticity. The paper reviews a variety of alternative modeling approaches that accommodate subsets of these various sources including latent structure models, clusterwise regression , compound distributions, random coefficient models. The paper concludes by defining some promising areas of reseach in this field. |
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