The state of the art in applying the various disaggregate choice algorithms is to assume homogeneity of choice process within the population being analyzed. This article uses the involvement variable a priori to categorize the (sample) population into a high-involvement segment using a model that assumes a simultaneous or alternative processing approach and a low-involvement segment using a model that assumes a hierarchical or an attribute processing approach. Empirical results indicate increased predictive accuracy and diagnostic information that is more closely related to established consumer behavior theory.
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Gensch et al. (1987) studied this question.
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