Adaptive Self-Explication of Multiattribute Preferences

Vol. XLVIII (February 2011), 140 –156 *Oded Netzer is the Philip H. Geier Associate Professor of Business, Columbia Business School, Columbia University (e-mail: on2110@columbia.edu). V. Srinivasan is Adams Distinguished Professor of Management, Graduate School of Business, Stanford University (e-mail: seenu@stanford. edu). The authors thank Pradeep Bansal, Yuval Efrati, Ping Li, Mingjie Lin, Anita Rao, Rom Schrift, Olivier Toubia, and seminar participants at Columbia University, Hebrew University, Marketing Modelers Group NYC, Marketing Science Institute, Stanford-Berkeley Marketing Colloquium, University of California–Los Angeles, University of Georgia, and Yale Center for Customer Insights for comments on previous versions of this research. John Hauser served as associate editor for this article. ODED NETZER and V. SRINIVASAN*