| Article ID: | iaor2010755 |
| Volume: | 29 |
| Issue: | 1 |
| Start Page Number: | 18 |
| End Page Number: | 22 |
| Publication Date: | Jan 2010 |
| Journal: | Marketing Science |
| Authors: | Swait Joffre, Louviere Jordan |
We discuss the Salisbury and Feinberg paper (2010), setting their contribution in the historical context of the wider literature on the role of error variability in discrete choice models. We discuss the seminal nature of their contribution and suggest that the paper should be required reading for current and future Ph.D. students.