Context Dependence and Aggregation in Disaggregate Choice Analysis

Joffre Swait, Wiktor Adamowicz, Michael Hanemann, Adele Diederich, Jon Krosnick, David Layton, William Provencher, David Schkade, Roger Tourangeau

Research output: Contribution to journalArticlepeer-review

57 Scopus citations


There is an emerging consensus among disciplines dealing with human decision making that the context in which a decision is made is an important determinant of outcomes. This consensus has been slow in the making because much of what is known about context effects has evolved from a desire to demonstrate the untenability of certain common assumptions upon which tractable models of behavior have generally been built. This paper seeks to bring disparate disciplinary perspectives to bear on the relation between context and choice, to formulate (1) recommendations for improvements to the state-of-the-practice of Random Utility Models (RUMs) of choice behavior, and (2) a future research agenda to guide the further incorporation of context into these models of choice behavior.

Original languageEnglish (US)
Pages (from-to)195-205
Number of pages11
JournalMarketing Letters
Issue number3
StatePublished - Dec 1 2002
Externally publishedYes


  • Choice
  • Context
  • Random utility

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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