This dissertation consists of three essays on forms of preference heterogeneity in discrete choice models. The first essay uses a model of heterogeneity conditional on observed individual-specific characteristics to tailor financial incentives to enhance weight loss program participation among target demographics. Financial incentives in weight loss programs have received attention mostly with respect to effectiveness rather than participation and representativeness. This essay examines the impact of financial incentives on participation with respect to populations vulnerable to obesity and understudied in the weight loss literature. We found significant heterogeneity across target sub-populations and suggest a strategy of offering multiple incentive designs to counter the dispersive effects of preference heterogeneity. The second essay investigates the ability of a novel elicitation format to reveal decision strategy heterogeneity. Attribute non-attendance, the behaviour of ignoring some attributes when performing a choice task, violates fundamental assumptions of the random utility model. However, self-reported attendance behaviour on dichotomous attendance scales has been shown to be unreliable. In this essay, we assess the ability of a polytomous attendance scale to ameliorate self-report unreliability. We find that the lowest point on the attendance scale corresponds best to non-attendance, attendance scales need be no longer than two or three points, and that the polytomous attendance scale had limited success in producing theoretically consistent results. The third essay explores available approaches to model different features of unobserved heterogeneity. Unobserved heterogeneity is popularly modelled using the mixed logit model, so called because it is a mixture of standard conditional logit models. Although the mixed logit model can, in theory, approximate any random utility model with an appropriate mixing distribution, there is little guidance on how to select such a distribution. This essay contributes to suggestions on distribution selection by describing the heterogeneity features which can be captured by established parametric mixing distributions and more recently introduced nonparametric mixing distributions, both of a discrete and continuous nature. We provide empirical illustrations of each feature in turn using simple mixing distributions which focus on the feature at hand. / Ph. D.

Eine zentrale Aufgabe des Marketings ist es, die Präferenzen von Konsumenten zu verstehen und die Heterogenität dieser aufzudecken. Eine Reihe kritischer Entscheidungen, z.B. bei der Neuproduktentwicklung, der Marktsegmentierung und dem Targeting oder der Preisgestaltung, beruhen auf der genauen Einschätzung der Konsumentenpräferenzen. Die Marketingliteratur hat sich bisher auf die Entwicklung von Modellen und Schätzverfahren konzentriert, die es ermöglichen, die Heterogenität von Konsumentenpräferenzen aufzudecken. Konsumenten unterscheiden sich jedoch auch in der Art und Weise, wie sie Kaufentscheidungen treffen und welche verfügbaren Informationen sie nutzen. Das Ziel dieser Dissertation ist es, unser Verständnis für die Unaufmerksamkeit der Konsumenten gegenüber Produkteigenschaften bezüglich Entscheidungen zu verbessern. Es geht darum, 1) die Verbreitung einer solchen Unaufmerksamkeit in verschiedenen Kontexten zu untersuchen, 2) die Methoden, die ein solches Verhalten explizit berücksichtigen, zu untersuchen und zu erweitern, 3) potenzielle Verzerrungen in Parametern zu verstehen und 4) Implikationen für das Management abzuleiten. Die Ergebnisse aus einer umfassenden Reihe von Anwendungen legen nahe, dass Konsumenten in verschiedenen Kontexten (z.B. Produktkategorien) und Settings (z.B. von hoher oder niedriger Komplexität) eine Menge an verfügbaren Informationen bezüglich Produkteigenschaften ignorieren. Zweitens, Entscheidungsmodelle, die ein solches Verhalten explizit berücksichtigen und zusätzlich weitere Daten wie z.B. Eye-Tracking nutzen, zu einem besseren In- und Out-of-Sample-Fit führen. Drittens führt die Missachtung eines solchen Verhaltens zu Verzerrungen, deren Richtung und Größe von der Art des Merkmals (d.h., ob eine bestimmte Richtung der Präferenzen erwartet werden kann) und dem Anteil der Konsumenten, die dieses Merkmal ignorieren, abhängt. Infolgedessen kann es dazu kommen, dass Manager keine optimalen Preis- und Targeting-Entscheidungen treffen. / A central task of marketing is understanding consumer preferences and uncovering consumer heterogeneity. A range of critical decisions, e.g., new product development, market segmentation and targeting, or pricing, rest upon accurate estimation of consumer preferences. Marketing literature has mainly focused on the development of models and estimation procedures that allow uncovering heterogeneity in consumer preference. However, consumers differ not only in their tastes but also in the way they make purchase decisions and the information they use. The overall objective of this dissertation is to enhance our understanding of consumers' inattention to attributes when making choices. It aims to 1) examine the prevalence of such inattention across numerous contexts and settings, 2) investigate and extend the approaches that explicitly accommodate such behavior, 3) understand potential biases that may arise, and 4) demonstrate managerial implications when such behavior is neglected. The findings from a broad set of applications suggest that consumers ignore a substantial amount of available attribute information across various contexts (e.g., product categories) and settings (e.g., of high or low complexity). Second, we establish that choice models explicitly accounting for such behavior and, additionally, leveraging supplementary data such as eye tracking, result in better in- and out-of-sample fit. Third, neglecting such behavior leads to significant biases, the direction and the magnitude of which depend on the type of the attribute (i.e., whether a particular direction of preferences can be expected) and the share of consumers ignoring this attribute. As a result, managers may make suboptimal pricing and targeting decisions.

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No abstract. / Coastal and marine ecosystems are some of the most heavily exploited with increasing degradation. This alarming situation appeals for urgent and effective actions. The optimal balance between use and conservation of ecosystems theoretically requires all costs and benefits to be considered in decision-making, including intangible costs and benefits such as non-market use and non-use values. The broad aim of this PhD is to examine how these economic values associated with coastal and marine ecosystem services can be measured, and how the economic valuation exercise may be considered and influence management decision- making.The first analytical part of the thesis focuses on assessing non-market use and non-use values, through econometric methods. The characterization and estimation of non-use values are complex and controversial, especially when the valuation exercise is focusing on individuals who are users of the ecosystem services being considered. An original approach based on a stated preference method, namely choice experiments, is developed then empirically applied in quantifying non-market values for marine and coastal ecosystems in two areas in New Caledonia. It allows the estimation of non-use values for populations of users in an implicit way. An in-depth analysis of the individuals’ choice heuristics during the valuation exercise is also conducted, with a focus on payment non-attendance. This issue is dealt with by comparing multiple modelling approaches in terms of: (1) inferred attendance, in relation to stated attendance; (2) attendance distribution according to several socio-economic variables; and (3) welfare estimates.After noting that the potential influence of economic valuation in decision making is unclear and largely unexplored in the literature, the second major component of this PhD aims to examine if, how and to what extent the economic valuation of ecosystem services, including measures of non-market values, influence decision-making regarding coastal and marine ecosystems management in Australia. Based on two nation-wide surveys, the perceived usefulness of the economic valuation of ecosystem services by the general public and decision-makers is studied, and the reasons why decision-makers may or may not fully consider economic values are elicited. Using a multi-criteria analysis, a part of the surveys also aims at examining the relative importance of different evaluation criteria (ecological, social and economic) when assessing the consequences of a hypothetical coastal development project on commercial activities, recreational activities and marine biodiversity.