Unobserved Heterogeneity as an Alternative Explanation for 'Reversal' Effects in Behavioral Research

@article{Hutchinson2000UnobservedHA,
  title={Unobserved Heterogeneity as an Alternative Explanation for 'Reversal' Effects in Behavioral Research},
  author={J. Wesley Hutchinson and Wagner A. Kamakura and John G. Lynch},
  journal={MKTG: Methodological Issues in Consumer Research (Topic)},
  year={2000}
}
Behavioral researchers use analysis of variance (ANOVA) tests of differences between treatment means or chi-square tests of differences between proportions to provide support for empirical hypotheses about consumer behavior. These tests are typically conducted on data from “between-subjects” experiments in which participants were randomly assigned to conditions. We show that, despite using internally valid experimental designs such as this, aggregation biases can arise in which the… 

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