Targeting Mr. or Mrs. Smith: Modeling and Leveraging Intrahousehold Heterogeneity in Brand Choice Behavior

• Hernán A. Bruno

  Corresponding Author

  Hernán A. Bruno

  [email protected]

  http://orcid.org/0000-0003-3677-5492

  University of Cologne, 50923 Cologne, Germany

  Search for more papers by this author

  ,
• Javier Cebollada

  Javier Cebollada

  [email protected]

  Institute for Advanced Research in Business and Economics, Public University of Navarra, 31006 Pamplona, Spain

  Search for more papers by this author

  ,
• Pradeep K. Chintagunta

  Pradeep K. Chintagunta

  [email protected]

  Booth School of Business, University of Chicago, Chicago, Illinois 60637

  Search for more papers by this author