MARC details
| 000 -LEADER |
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| fixed length control field |
01794pab a2200205 454500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
140923b0 xxu||||| |||| 00| 0 eng d |
| 040 ## - CATALOGING SOURCE |
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| Transcribing agency |
Welingkar Institute of Management Development & Research, Mumbai |
| Original cataloging agency |
Welingkar Institute of Management Development & Research, Mumbai |
| 041 ## - LANGUAGE CODE |
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| Language code of text/sound track or separate title |
ENG |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
|
| Item number |
Hau |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Hauser John R |
| 245 ## - TITLE STATEMENT |
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| Title |
Disjunctions of Conjunctions Cognitive Simplicity and Consideration Sets |
| 250 ## - EDITION STATEMENT |
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| Edition statement |
3 |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Place of publication, distribution, etc. |
|
| Name of publisher, distributor, etc. |
June 2010 |
| Date of publication, distribution, etc. |
0 |
| 300 ## - PHYSICAL DESCRIPTION |
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| Extent |
485-496 Pp. |
| 490 ## - SERIES STATEMENT |
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| Volume/sequential designation |
XLVII |
| 520 ## - SUMMARY, ETC. |
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| Summary, etc. |
The authors test methods, based on cognitively simple decision rules, that predict which products consumers select for their consideration sets. Drawing on qualitative research, the authors propose disjunctions-of-conjunctions (DOC) decision rules that generalize well-studied decision models, such as disjunctive, conjunctive, lexicographic, and subset conjunctive rules. They propose two machine-learning methods to estimate cognitively simple DOC rules. They observe consumers' consideration sets for global positioning systems for both calibration and validation data. They compare the proposed methods with both machine-learning and hierarchical Bayes methods, each based on five extant compensatory and noncompensatory rules. For the validation data, the cognitively simple DOC-based methods predict better than the ten benchmark methods on an information theoretic measure and on hit rates. The results are robust with respect to format by which consideration is measured, sample, and presentation of profiles. The article closes with an illustration of how DOC-based rules can affect managerial decisions. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Consumer Heuristics, Conjoint Analysis |
| 856 ## - ELECTRONIC LOCATION AND ACCESS |
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| Uniform Resource Identifier |
<a href="http://192.168.6.13/libsuite/mm_files/Articles/AR11974.pdf">http://192.168.6.13/libsuite/mm_files/Articles/AR11974.pdf</a> |
| 906 ## - LOCAL DATA ELEMENT F, LDF (RLIN) |
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| a |
40331 |
