A Methodology for Studying How Individuals Choose Locations in Public Consumption Environments
Consumers often face public consumption environments (e.g., concerts, movie theaters, airplanes) in which they can tradeoff locational preferences with their desire to maintain suffcient personal space. After we define attributes for locational choices and the need for personal spaces, we introduce a Bayesian methodology that allows for the identification of the heterogeneous drivers of locational choices faced by consumers in such environments. We demonstrate the usefulness of the methodology with analyses of two scenarios illustrating how consumers choose seats at movie theaters and concert halls.
Simon Blanchard is an Assistant Professor of Marketing at Georgetown University’s McDonough School of Business.