Incorporating context effects in the multidimensional scaling of 'pick any/N' choice data

Juyoung Kim, Rabikar Chatterjee, Wayne Desarbo, Tammo H.A. Bijmolt

Research output: Contribution to journalArticlepeer-review

7 Scopus citations

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 languageEnglish (US)
Pages (from-to)35-55
Number of pages21
JournalInternational Journal of Research in Marketing
Volume16
Issue number1
StatePublished - Feb 1 1999

All Science Journal Classification (ASJC) codes

  • Marketing

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