Bayesian Models for Studying Consumer Behavior
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The Ohio State University / OhioLINK
2014
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| Online Access: | http://rave.ohiolink.edu/etdc/view?acc_num=osu1403017394 |
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ndltd-OhioLink-oai-etd.ohiolink.edu-osu14030173942021-08-03T06:25:18Z Bayesian Models for Studying Consumer Behavior Dyachenko, Tatiana L. Behavioral Sciences Marketing Social Research The goal of better understanding consumers and making better marketing decisions drives development of new research methods and modification of existing ones. Both experimental consumer research and marketing modeling areas have been working toward this goal. However, there has been limited exchange of conceptual and methodological developments between the fields. We believe that integrating knowledge of contextual effects from psychology and consumer behavior with mathematical rigor of modeling would benefit the field of marketing research. It will allow researchers to uncover relationships that are difficult, if not impossible, to find with just one approach. We present two cases that demonstrate methodological and substantive benefits of this interaction. In the first essay, we bring psychological research literature into modeling consumer choices. In the second essay, we demonstrate how statistical methodology can be applied to mediation analysis commonly used in behavioral research. We show how adherence to the likelihood-based approach provides a common ground for this interaction. The results show that this merging of expertise has practical and methodological implications: the best performing proposed choice model in the first essay changes inferences about consumer preferences from what is concluded by traditional models; and conclusions about the presence of mediating mechanisms presented in the second essay could differ from results of the traditional methods. 2014-10-02 English text The Ohio State University / OhioLINK http://rave.ohiolink.edu/etdc/view?acc_num=osu1403017394 http://rave.ohiolink.edu/etdc/view?acc_num=osu1403017394 unrestricted This thesis or dissertation is protected by copyright: all rights reserved. It may not be copied or redistributed beyond the terms of applicable copyright laws. |
| collection |
NDLTD |
| language |
English |
| sources |
NDLTD |
| topic |
Behavioral Sciences Marketing Social Research |
| spellingShingle |
Behavioral Sciences Marketing Social Research Dyachenko, Tatiana L. Bayesian Models for Studying Consumer Behavior |
| author |
Dyachenko, Tatiana L. |
| author_facet |
Dyachenko, Tatiana L. |
| author_sort |
Dyachenko, Tatiana L. |
| title |
Bayesian Models for Studying Consumer Behavior |
| title_short |
Bayesian Models for Studying Consumer Behavior |
| title_full |
Bayesian Models for Studying Consumer Behavior |
| title_fullStr |
Bayesian Models for Studying Consumer Behavior |
| title_full_unstemmed |
Bayesian Models for Studying Consumer Behavior |
| title_sort |
bayesian models for studying consumer behavior |
| publisher |
The Ohio State University / OhioLINK |
| publishDate |
2014 |
| url |
http://rave.ohiolink.edu/etdc/view?acc_num=osu1403017394 |
| work_keys_str_mv |
AT dyachenkotatianal bayesianmodelsforstudyingconsumerbehavior |
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