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Decomposing Unobserved Choice Variability In The Presence Of Consumers' Taste Heterogeneity

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  • Hu, Wuyang
  • Adamowicz, Wiktor L.
  • Veeman, Michele M.

Abstract

Heterogeneous tastes across consumers can be captured by random coefficients in a mixed logit (ML) model. However, other types of factors that may not directly affect taste could cause choices to vary, such as choice context, choice task complexity, and demographic characters. This paper jointly considers taste heterogeneity around reference-dependent attributes and other choice variability through inclusion of a scale function, based on data from a stated preference experiment for bread. Results demonstrate that modeling other sources of choice variability in addition to taste heterogeneity increases the model fit, although the improvement is not dramatic.

Suggested Citation

  • Hu, Wuyang & Adamowicz, Wiktor L. & Veeman, Michele M., 2004. "Decomposing Unobserved Choice Variability In The Presence Of Consumers' Taste Heterogeneity," 2004 Annual meeting, August 1-4, Denver, CO 19954, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    • Handle: RePEc:ags:aaea04:19954
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    References listed on IDEAS

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    Cited by:

    1. Hu, Wuyang & Adamowicz, Wiktor L. & Veeman, Michele M., 2005. "Bayesian Analysis of Consumer Choices with Taste, Context, Reference Point and Individual Scale Effects," 2005 Annual meeting, July 24-27, Providence, RI 19296, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).

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