Scholars@Duke
Joel C. Huber

Joel C. Huber

Alan D. Schwartz Distinguished Professor Emeritus of Business Administration
Fuqua School of Business
joel.huber@duke.edu
Box 90120, Durham, NC 27708-0120
A333 Fuqua Sch of Bus, Durham, NC 27708

Scholarly Works - Book sections

Using Uncorrelated Conjoint Choice Designs in a World of Correlated Beliefs

Book section · January 1, 2015 In the real world of consumers’ experience, brand names are often correlated with perceived product quality, as well as prices. Not surprisingly, consumers act upon these beliefs in their daily purchase decisions by using brand names to "chunk" information ... Full text Cite