1. Introduction

   OriginalPaper Pages: 183 - 186

2. Extended Framework for Modeling Choice Behavior

   • Moshe Ben-Akiva
   • Daniel McFadden
   • Vithala Rao

   OriginalPaper Pages: 187 - 203

3. Combining Sources of Preference Data for Modeling Complex Decision Processes

   • Jordan J. Louviere
   • Robert J. Meyer
   • Julie Irwin

   OriginalPaper Pages: 205 - 217

4. Discrete and Continuous Representations of Unobserved Heterogeneity in Choice Modeling

   • Michel Wedel
   • Wagner Kamakura
   • Carsten Stig Poulsen

   OriginalPaper Pages: 219 - 232

5. Bounded Rationality Modeling

   • Bertrand Munier
   • Reinhard Selten
   • R. Wensley

   OriginalPaper Pages: 233 - 248

6. Advances in Research on Mental Accounting and Reason-Based Choice

   • Ran Kivetz

   OriginalPaper Pages: 249 - 266

7. Risk Perception in the Short Run and in the Long Run

   • Jamil Baz
   • Eric Briys
   • Klaus Wertenbroch

   OriginalPaper Pages: 267 - 283

8. Agents to the Rescue?

   • Patricia M. West
   • Dan Ariely
   • David Schkade

   OriginalPaper Pages: 285 - 300

9. Brand Equity, Consumer Learning and Choice

   • Tülin Erdem
   • Joffre Swait
   • Florian Zettelmeyer

   OriginalPaper Pages: 301 - 318

10. Multiple-Category Decision-Making: Review and Synthesis

    • Gary J. Russell
    • S. Ratneshwar
    • Venkatash H Shankar

    OriginalPaper Pages: 319 - 332