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We have conducted a series of choice based conjoint tasks and apply a hierarchical Bayes model to delineate the effect at the individual level. Our methodology also allows us to quantify consumer willingness to pay (WTP) for certain magic ingredients. After using both student subjects and a US adult population sample, our existing findings offer several insightful implications for consumers, marketing practitioners and policymakers.

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2020 Marketing Seminars

This year the Wisconsin School of Business' Marketing Department is inviting doctoral candidates to come and present their research to our school. 

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