Abstract
This paper presents a multidimensional scaling model that is estimated on pick any/N choice data, and accommodates a broad range of context effects. The methodology estimates a set of parameters capturing the direction and magnitude of the context effects, as well as the locations of brands and consumers' ideal points in a joint multidimensional space. Numerical simulation suggests that our approach can recover the true configuration of brands and ideal points in the presence of context effects with greater accuracy than a 'baseline' model that does not incorporate any context effects. To illustrate the methodology and its implications, we provide an empirical application based on choice of supermarkets, from a consumer study conducted in the Netherlands.
Original language | English (US) |
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Pages (from-to) | 35-55 |
Number of pages | 21 |
Journal | International Journal of Research in Marketing |
Volume | 16 |
Issue number | 1 |
DOIs | |
State | Published - Feb 1999 |
All Science Journal Classification (ASJC) codes
- Marketing