Conceptualization of incorporating subjective taste preference, subjective psychometric constructs, and objective alternative attributes into consumer choice behavior models

Consumer choice behavior models have been extensively used to analyze individuals’ choice behavior in a variety of fields such as marketing, economics, and transportation. Previous consumer behavior studies have been based on the assumption that consumer choice decisions depend on objective alternative attributes. However, it is not accurate to limit description of consumer subjective behavior to discrimination between good and bad objective alternative attributes. There are two other important factors, subjective taste preference and psychometric constructs, which should be considered as well.