Unobserved Heterogeneity as an Alternative Explanation for 'Reversal' Effects in Behavioral Research

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The Timing of Repeat Purchases of Consumer Durable Goods: The Role of Functional Bases of Consumer Attitudes (2004, result): “As such, our research endeavor is similar in spirit to recent research that integrates insights from behavioral and marketing science research (e.g., Hutchinson, Kamakura, and Lynch 2000; Simonson and Winer 1992).”
Individual differences in the newsvendor problem: Behavior and cognitive reflection (2013, background): “For example, research in cognitive psychology (Stanovich and West, 2000) and consumer behavior (Hutchinson et al., 2000) identified unobserved heterogeneity, also known as individual differences.”
Segmenting consumers’ reasons for and against ethical consumption (2014, background): “In general, segments of consumers might differ in their reasoning when evaluating ethical products; if this is the case, an aggregate approach to understand reason-based ethical choices will be inadequate (Hutchinson et al., 2000).”
Using Extremeness Aversion to Fight Obesity: Policy Implications of Context Dependent Demand (2008, background): “This is important since multiple types of individual level behavior could lead to the same aggregate level results (Hutchinson et al. 2000; Wernerfelt 1995).”