capturing context-sensitive information usage in choice models via mixtures of information...
TRANSCRIPT
Slide 1
Dr. Joffre Swait
Dr. Monica Popa
Dr. Luming Wang
How much information are consumers actually using when making a product choice?
Which pieces of information are getting used?
How is the choice context affecting responses?
Exactly which pieces of information are they using? How is the choice context affecting responses?
2
Joffre Swait Monica Popa Luming Wang
The Information Archetype Mixture (IAM) Model of Choice
Average Posterior Likelihood Full Information Archetype 1Information Manager Archetype 2Study 1Basic DCE with 2 attributes and 5 alternatives (plus none)0.650.35Study 2DCE with 2 attributes, 3 covariates, 2-9 alternatives0.650.35
Study 3DCE with 5 attributes, 3-4 alternatives, moderate complexity0.530.47Study 4DCE with 9 attributes, 2-8 alternatives, complex entropy design0.290.71
Possible to EstimateWhich pieces of information get used
Contextual adaptation
How changes in 1 feature impact not just its own information usage, but also the use of information about other features
Information usage heterogeneity | Preference heterogeneity
Dr. Joffre Swait
Dr. Monica Popa
Dr. Luming Wang
Capturing Context-Sensitive Information Usage in Choice Models via Mixtures of Information Archetypes [email protected]@[email protected]
2016-01-21T21:29:41-0600com.apple.VoiceMemos (iPhone OS 9.2)