Representing heterogeneity in consumer response models: 1996 Choice conference participants

Wayne S. Desarbo, Asim Ansari, Pradeep Chintagunta, Charles Himmelberg, Kamel Jedidi, Richard Johnson, Wagner Kamakura, Peter Lenk, Kannan Srinivasan, Michel Wedel

Research output: Contribution to journalArticlepeer-review

30 Citations (SciVal)


We define sources of heterogeneity in consumer utility functions related to individual differences in response tendencies, drivers of utility, form of the consumer utility function, perceptions of attributes, state dependencies, and stochasticity. A variety of alternative modeling approaches are reviewed that accommodate subsets of these various sources including clusterwise regression, latent structure models, compound distributions, random co-efficients models, etc. We conclude by defining a number of promising research areas in this field.

Original languageEnglish (US)
Pages (from-to)335-348
Number of pages14
JournalMarketing Letters
Issue number3
StatePublished - 1997

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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