Linking Behavioral Constructs and Choice Modeling: An Integrated Choice and Latent Variable Approach to Explain Choice Behavior in Mobile Plans
(A2026-132320)

AUTHORS

Jasmin Ebert-Pappert, University of Applied Sciences Wiesbaden; Till Dannewald, Wiesbaden Business School

ABSTRACT

This study analyzes decision-making and willingness to pay (WTP) by combining behavioral constructs and Choice-Based Conjoint analysis (CBC) within an Integrated Choice and Latent Variable model (ICLV). The focus is on mobile plans as a mass consumer good, enabling realistic consumer choices. We conducted an online experiment (N = 509) in Germany, evaluated by exploratory and confirmatory factor analysis (EFA/CFA) and ICLV estimation. As expected, price dominates consumer choice, while behavioral constructs add explanatory power. Engagement shows a significant negative relation to price, indicating that engaged consumers make more price-sensitive decisions. In contrast, the subjective norm (SN) has a significant positive relationship with the preference for larger data volumes. The results highlight the explanatory value of behavioral constructs for consumer choices, offering implications for marketing and pricing strategies for consumer goods in highly competitive markets.