Abstract:
This paper outlines an approach to information acceleration modeling that allows for more
accurate and simpler assessment of the role of context and information on choices made by
decision makers, including customers. Using rich multimedia and nested discrete choice
modeling experiments we are able to assess the direct and mediating effects of information
(e.g., advertising, word of mouth, product presentation, etc.) and context (e.g., number of
products, technology development, dominant design, etc.); both of which are critical to
assessing not only the decision state in which a consumer may reside but also what triggers
transition between decisions states.
