@article{articledd03d3b0,
title   = {Jeopardizing brand profitability by misattributing process heterogeneity to preference heterogeneity},
author = {Pilli, Luís Eduardo and Swait, Joffre and Mazzon, José Afonso},
year = {2022},
doi = {10.1016/j.jocm.2022.100359},
journal   = {Journal of Choice Modelling}
}