Modeling multi-person choice
Many important decisions are made by groups. Partners often make joint consumption decisions for the household, and multiple people are likely to be involved in important, costly or complex decisions, such as purchasing or renting a house, buying a car or selecting a destination for a family holiday. Given the prevalence of multi-person choice in practice, it seems surprising that there is not more emphasis on multi-person choice in marketing. The overall goal of this thesis is to develop a...[Show more]
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