We introduce an extension of the discrete choice model to take into account individuals' mental representation of a choice problem. We argue that, especially in daily activity and travel choices, the ...

This is a preview. Log in through your library . Abstract Until recently, computational constraints forced researchers in the discrete choice area to limit themselves to very simple statistical models ...

Brand equity is one of the more popular concepts in marketing today. It is also one of the most overused and misused terms in marketing research and the subject of much 'fuzzy' thinking. In fact, ...