Locational Choices: Modeling Consumer Preferences for Proximity to Others in Reserved Seating Venues

Simon J. Blanchard, Tatiana L. Dyachenko & Keri L. Kettle
This article proposes a measurement approach to determine how consumers prefer to locate themselves in proximity to others during consumption experiences, such as when they purchase reserved seating tickets to a performance. Applied to data from locational choice experiments that simulate reserved seating assortments, administered to more than 2,000 participants, this approach reveals the importance of modeling proximity to others when studying locational choices. It also emphasizes the degree to which consumers are heterogeneous in...
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