Modeling Behavioral Regularities of Consumer Learning in Conjoint Analysis

Abstract

In this note, the authors propose several extensions of the model of consumer learning in conjoint analysis that Bradlow, Hu, and Ho (2004) develop. They present a clarification of the original model, propose an integration of several new imputation rules, add new measurement metrics for pattern matching, and draw a roadmap for further real-world tests. The authors also discuss general modeling challenges when researchers want to mathematically define and integrate behavioral regularities into traditional quantitative domains. They conclude by suggesting several critical success factors for modeling behavioral regularities in marketing.