The ability of Nash's theory of cooperative games to predict the outcomes of
Management Science
Characterizing the Nash and Raiffa bargaining solutions by disagreement point axioms
Mathematics of Operations Research
A Hierarchical Bayes Model of Primary and Secondary Demand
Marketing Science
Fast Polyhedral Adaptive Conjoint Estimation
Marketing Science
Estimating Heterogeneous EBA and Economic Screening Rule Choice Models
Marketing Science
Research on Innovation: A Review and Agenda for Marketing Science
Marketing Science
Greedoid-Based Noncompensatory Inference
Marketing Science
Noncompensatory Dyadic Choices
Marketing Science
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Choice decisions in the marketplace are often made by a collection of individuals or a group. Examples include purchase decisions involving families and organizations. A particularly unique aspect of a joint choice is that the group's preference is very likely to diverge from preferences of the individuals that constitute the group. For a marketing researcher, the biggest hurdle in measuring group preference is that it is often infeasible or cost prohibitive to collect data at the group level. Our objective in this research is to propose a novel methodology to estimate joint preference without the need to collect joint data from the group members. Our methodology makes use of both stated and inferred preference measures, and merges experimental design, statistical modeling, and utility aggregation theories to capture the psychological processes of preference revision and concession that lead to the joint preference. Results based on a study involving a cell phone purchase for 214 parent-teen dyads demonstrate predictive validity of our proposed method.