Marketing Letters

, Volume 8, Issue 3, pp 335–348 | Cite as

Representing Heterogeneity in Consumer Response Models 1996 Choice Conference Participants

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


We define sources of heterogeneity in consumer utility functions relatedto individual differences in response tendencies, drivers of utility, formof the consumer utility function, perceptions of attributes, statedependencies, and stochasticity. A variety of alternative modelingapproaches are reviewed that accommodate subsets of these various sourcesincluding clusterwise regression, latent structure models, compounddistributions, random coefficients models, etc. We conclude by defining anumber of promising research areas in this field.

Heterogeneity latent structure models clusterwise regression random coefficients models compound distributions 


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Copyright information

© Kluwer Academic Publishers 1997

Authors and Affiliations

  • Wayne Desarbo
    • 1
  • Asim Ansari
    • 2
  • Pradeep Chintagunta
    • 3
  • Charles Himmelberg
    • 2
  • Kamel Jedidi
    • 2
  • Richard Johnson
    • 4
  • Wagner Kamakura
    • 5
  • Peter Lenk
    • 6
  • Kannan Srinivasan
    • 7
  • Michel Wedel
    • 8
  1. 1.Department of Marketing, College of Business AdministrationPennsylvania State UniversityUniversity Park
  2. 2.Columbia UniversityUSA
  3. 3.University of ChicagoUSA
  4. 4.Sawtooth SoftwareUSA
  5. 5.University of PittsburghUSA
  6. 6.University of MichiganUSA
  7. 7.Carnegie Mellon UniversityUSA
  8. 8.University of GroningenUSA

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