Watching Customers Decide: Process Measures Add Insights to Choice Modeling Experiments

The article discusses how process-assisted choice modelling (PACMod) can be used as a tool to predict consumer response to new products, instead of multi-attribute models. According to the author, the PACMod works by adding richness to the data used to estimate multi-attribute models through incorporating observations about how information is gathered that is recorded automatically by computer in the course of the decision. These data helps in understanding how consumers are making choices and modifying the model to represent the choice process better. The article also explains how PACMod can be applied by illustrating the case of Acme Manufacturing Co., and thereby elaborates more on process diagnostics.