New ways to explore consumer point-of-purchase dynamics.

This paper describes recent attempts to use virtual reality components for improving the generation and presentation of experimentally varied tasks in discrete choice analyses.

New ways to explore consumer point-of-purchase dynamics

Combining virtual reality and choice modelingin consumer purchase analyses

Bernhard Treiber Research Director, Treiber + Partners, Germany. andStephen P. NeedelPresident, Simulation Research Inc., United...