selection decision based on contingency theory. Previous work has focused on main effects without eploring the significance of interaction or individual heterogeneity effects. Contingency theory suggests contextual and individual factors are important in enhancing model predictions. Using conjoint and ordered probit analyses, we find that including interaction and individual specific intercepts alters the impacts of main effect variables. Furthermore, accounting for interaction and individual heterogeneity increases the predictive ability of the preference model for airline travelers.
Air Travel PreferenceConsumer CharacteristicsCountry-of-OriginConjoint AnalysisInternational Marketing
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