A Choice Model with Conjunctive, Disjunctive, and Compensatory Screening Rules

Timothy J. Gilbride () and Greg M. Allenby ()
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Timothy J. Gilbride: Mendoza College of Business, University of Notre Dame, Notre Dame, Indiana 46556
Greg M. Allenby: Fisher College of Business, 2100 Neil Avenue, Ohio State University, Columbus, Ohio 43210

Marketing Science, 2004, vol. 23, issue 3, 391-406

Abstract: 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 not pass the screen have a zero probability of being chosen. The proposed model accommodates conjunctive, disjunctive, and compensatory screening rules. We estimate a model that reflects a discontinuous decision process by employing the Bayesian technique of data augmentation and using Markov-chain Monte Carlo methods to integrate over the parameter space. The approach has minimal information requirements and can handle a large number of choice alternatives. The method is illustrated using a conjoint study of cameras. The results indicate that 92% of respondents screen alternatives on one or more attributes.

Keywords: conjoint analysis; noncompensatory decision process; hierarchical Bayes; revealed choice; attribute screening; consideration sets; elimination by aspects (search for similar items in EconPapers)
Date: 2004
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Citations: View citations in EconPapers (138)

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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:23:y:2004:i:3:p:391-406

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