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Ulf Bockenholt
Ulf Bockenholt

MARKETING
John D. Gray Professor of Marketing

Print Overview
Ulf Böckenholt is the John D. Gray Professor of Marketing at the Kellogg School of Management. He has published widely in marketing, psychology, economics, and statistics journals. His main research interest is in the development and application of statistical and psychometric methods for understanding consumer behavior and improving marketing decision-making. Areas of recent research include the modeling of response biases in self-reports, consumer choice processes for medical and financial decisions, affective and motivational influences in judgment and choice, agent-based modeling, (mist)trust-induced information-processing mechanisms and the effects of imagery on persuasion processes.

Currently, Ulf Böckenholt serves as Associate Editor of Psychometrika and the Journal of Behavioral and Educational Statistics  and as Consulting Editor of the Journal of Mathematical Psychology.  He is a Past Editor of Psychometrika, a Past President of the Psychometric Society, and a Fellow of the Association of Psychological Science. He received his PhD from the University of Chicago.


Areas of Expertise
Consumer Behavior
Consumer Decision-Making
Data Analysis
Marketing Research
Measurement Techniques
Trust and Deception
  • Recent Media Coverage

    Economist Intelligence Unit: Executive Briefing: Understanding the emotion of loss

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    See all Kellogg in the Media
Print Vita
Education
Dr. phil. habil., 1995, Psychology, University of Oldenburg
PhD, 1985, Research Methodology and Quantitative Psychology, University of Chicago
Diplom, 1982, Psychology and Computer Science, University of Oldenberg, Germany

 
Print Research
Articles
Tsai, Rung-Ching and Ulf Böckenholt. 2011. Understanding Choice Behavior Beyond Option Scaling Using Structural Equation Models. Journal of Data Science. 9(3): 445-470.
Böckenholt, Ulf. 2011. The Cognitive-Miser Response Model: Testing for Intuitive and Deliberate Reasoning. Psychometrika. 76
Willemsen, Martijn C, Ulf Böckenholt and Eric J. Johnson. 2011. Choice By Value Encoding and Value Construction: Processes of Loss Aversion. Journal of Experimental Psychology: General. 140
Moore, Spencer, Lise Gauvin, Mark Daniel, Yan Kestens, Ulf Böckenholt, Laurette Dube and Lucie Richard. 2010. Associations among Park Use Age, Social Participation, and Neighborhood Age Composition in Montreal. Leisure Sciences. 32(4): 318-336.
Moore, Spencer, Mark Daniel, Ulf Böckenholt, Lise Gauvin, Lucie Richard, Steven Stewart and Laurette Dube. 2010. Associations among socioeconomic status, perceived neighborhood control, perceived individual control, and self-reported health. Journal of Community Psychology. 38(6): 729-741.
Chernev, Alexander, Ulf Böckenholt and Joseph Goodman. 2010. Choice Overload: Is There Anything to It. Journal of Consumer Research. 37: 426-28.
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Hout, Ardo van den, Ulf Böckenholt and P.G.M. van der Heijden. 2010. Estimating prevalence and cheating in a double-sampling scheme with direct questioning and randomized response. Journal of the Royal Statistical Society, Series C. 59: 729-741.
Böckenholt, Ulf, Sema Barlas and P.G.M. van der Heijden. 2009. Do randomized-response designs eliminate response biases? An empirical study of non-compliance behavior. Journal of Applied Econometrics. 24: 377-392.
Ebbes, Peter, Michel Wedel and Ulf Böckenholt. 2009. Frugal IV alternatives to identify the parameter for an endogenous regressor. Journal of Applied Econometrics. 24: 446-468.
Dube, Laurette, Antoine Bechara, Ulf Böckenholt, Asim Ansari, Alan Dagher, Wayne DeSarbo, Ross Hammond, Terry Huang, Scott Huettel and Peter Kooreman. 2008. A Brains-to-Society systems model of individual choice. Marketing Letters. 19: 323-336.
Cruyff, Maarten, Ulf Böckenholt, Ardo van den Hout and P.G.M. van der Heijden. 2008. Accounting for self-protective responses in randomized response data from a social security survey using the zero-inflated Poisson model. Annals of Applied Statistics. 2: 216-231.
Maydeu-Olivares, Albert and Ulf Böckenholt. 2008. Modeling subjective health outcomes: Top 10 reasons to use Thurstone's method. Medical Care. 46: 346-348.
Tsai, Rung-Ching and Ulf Böckenholt. 2008. On the importance of distinguishing between within-and between-subject effects in intransitive choice data. Journal of Mathematical Psychology. 52: 10-20.
Mourali, Mehdi, Ulf Böckenholt and Michel Laroche. 2007. Compromise and attraction effects under prevention and promotion motivations. Journal of Consumer Research. 34: 234-247.
Böckenholt, Ulf and P.G.M. van der Heijden. 2007. Item randomized-response models for measuring noncomplicance: Risk-return perceptions, social influences, and self-protective responses. Psychometrika. 72: 245-262.
Böckenholt, Ulf, Maarten Cruyff, P.G.M. van der Heijden and Ardo van den Hout. 2007. Log-linear randomized-response models taking self-protective response behaviior into account. Sociological Methods & Research. 36: 266-282.
Lenk, Peter, Michel Wedel and Ulf Böckenholt. 2006. Bayesian Estimation of circumplex models subject to prior theory constraints and scale-usage bias. Psychometrika. 71: 33-55.
Tsai, Rung-Ching and Ulf Böckenholt. 2006. Modeling intransitive preferences A random-effects approach. Journal of Mathematical Psychology. 50: 1-14.
Böckenholt, Ulf. 2006. Thurstonian-based analyses: Past present and future utilities. Presidential Address.. Psychometrika. 71: 615-629.
Böckenholt, Ulf. 2006. Visualizing individual differences in pairwise preference data. Food Quality and Preference. 17: 179-187.
Böckenholt, Ulf. 2005. A latent Markov model for the analysis of longitudinal data collected in continuous time: States, durations, and transitions. Psychological Methods. 10: 65-83.
Ebbes, Peter, Michel Wedel, Ulf Böckenholt and Ton Steerneman. 2005. Solving and testing for regressor-error (in)dependence when no instrumental variables are available: with new evidence for the effect of education on income. Quantitative Marketing and Economics. 3: 365-392.
Maydeu-Olivares, Albert and Ulf Böckenholt. 2005. Structural equation modeling of paired comparision and ranking data. Psychological Methods. 20: 285-304.
Böckenholt, Ulf. 2004. Comparative judgements as an alternative to ratings: Identifying the scale origin. Psychological Methods. 9: 453-465.
Ebbes, Peter, Ulf Böckenholt and Michel Wedel. 2004. Regressor and random-effect dependencies in multilevel models. Statistica Neerlandica. 58: 161-178.
Böckenholt, Ulf. 2003. Analyzing state dependencies in emotional experiences by dynamic count data models. Journal of the Royal statistical Society, Series C. 52: 161-178.
Wedel, Michel, Ulf Böckenholt and Wagner Kamakura. 2003. Factor models for multivariate count data. Journal of Multivariate Analysis. 87: 356-369.
Böckenholt, Ulf, Wagner Kamakura and Michel Wedel. 2003. The structure of self-reported affect: A mixed-effects Poisson factor model. British Journal of Mathematical and Statistical Psychology. 56: 215-230.
Böckenholt, Ulf. 2002. A Thurstonian analysis of preference change. Journal of Mathematical Psychology. 46: 300-314.
Böckenholt, Ulf. 2002. Markov models with random effects for binary panel data. Methods of Psychological Research-online. 7: 19-32.
Schimmack, Ulrich, Ulf Böckenholt and Rainer Reisenzein. 2002. Response styles in affect ratings: Making a mountain out of a molehill. Journal of Personality Assessment. 78: 461-483.
Tsai, Rung-Ching and Ulf Böckenholt. 2002. Two-level linear paired comparison models: Estimation and indentifiability Issues. Mathematical Social Sciences. 43: 429-449.
Böckenholt, Ulf. 2001. Hierarchical models of paired comparison data. Psychological Methods. 6: 49-66.
Böckenholt, Ulf. 2001. Individual differences in paired comparisons data. British Journal of Mathematical and Statistical Psychology. 54: 265-277.
Tsai, Rung-Ching and Ulf Böckenholt. 2001. Maximum likelihood estimation of factor and ideal point models for paired comparisons. Journal of Mathematical Psychology. 45: 795-811.
Böckenholt, Ulf. 2001. Mixed-effects analyses of rank-ordered data. Psychometrika. 66: 45-62.
Böckenholt, Ulf. 2001. Should I measure my variables as continuous or categorical?. Journal of Consumer Psychology. 10: 37-37.
Böckenholt, Ulf. 2001. Thresholds and intransitivities in pairwise judgements: A multilevel analysis. Journal of Educational and Behavioral Statistics. 26: 269-282.
Weber, Elke, Ulf Böckenholt, Denis Hilton and Brian Wallace. 2000. Confidence judgements as expressions of experienced decision conflict. Risk, Decision & Policy. 5: 69-100.
Böckenholt, Ulf and Carolyn Anderson. 2000. Graphical regression models for polytomous variables. Psychometrika. 65: 497-510.
Böckenholt, Ulf and William Dillon. 2000. Inferring latent brand dependencies. Journal of Marketing Research. 37: 72-87.
Wedel, Michel, Wagner Kamakura and Ulf Böckenholt. 2000. Marketing data, models, and decisions. International Journal of Research in Marketing. 17: 203-208.
Kim, Jee-Seon and Ulf Böckenholt. 2000. Modeling stage-sequential change in ordered categorical responses. Psychological Methods. 5: 380-400.
Böckenholt, Ulf. 1999. An INAR(1) negative multinomial regresion model for logitudinal count data. Psychometrika. 64: 53-67.
Böckenholt, Ulf. 1999. Analyzing multible emotions over time by autoregressive negative multinomial regression models. Journal of the American Statistical Association. 94: 757-765.
Yao, Grace and Ulf Böckenholt. 1999. Bayesian estimation of Thurstonian ranking models based on the Gibbs sampler. British Journal of Mathematical and Statistical Psychology. 52: 79-92.
Vermunt, Jeroen, Rolf Langeheine and Ulf Böckenholt. 1999. Discrete-time discrete-state latent markov models with time-constant and time-varying covariates. Journal of Educational and Behavioral Statistics. 24: 179-207.
Böckenholt, Ulf. 1999. INAR(1) Poisson regression models: Analyzing heterogeneity and serial dependencies in repeated count data. Journal of Econometrics. 89: 317-338.
Böckenholt, Ulf. 1999. Measuring change: Mixed Markov models for ordinal panel data. British Journal of Mathematical and Statistical Psychology. 52: 125-136.
Ben-Akiva, Moshe, Daniel McFadden, Makoto Abe, Ulf Böckenholt, Denis Bolduc, Dinesh Gopinath, Takayuki Morikawa, Venkatram Ramaswamy, Vithala R. Rao, David Revelt and Dan Steinberg. 1997. Modeling methods for discrete choice analysis. Marketing Letters. 8: 273-286.
Böckenholt, Ulf and William Dillon. 1997. Modeling preference changes and competitive market structures in the pre-test market data. Journal of Marketing Research. 34: 130-142.
Böckenholt, Ulf and William Dillon. 1997. Modeling within-subject dependencies in ordinal paired comparision data. Psychometrika. 62: 414-434.
Böckenholt, Ulf. 1996. Analyzing multi-attribute ranking data: Joint and conditional approaches. British Journal of Mathematical and Statistical Psychology. 49: 57-78.
Heijden, P.G.M. van der, J. Dessens and Ulf Böckenholt. 1996. Estimating the concomitant variable latent class model with the EM algorithm. Journal of Educational and Behavioral Statistics. 21: 215-229.
Böckenholt, Ulf and Rolf Langeheine. 1996. Latent change in recurrent choice data. Psychometrika. 61: 285-302.
Dzhafarov, Ehtibar and Ulf Böckenholt. 1995. Decomposition of recurrent choices into stochastically independent counts. Journal of Mathematical Psychology. 39: 40-56.
Duijn, Marijte van and Ulf Böckenholt. 1995. Mixture models for the analysis of repeated count data. Applied Statistics. 44: 473-485.
Böckenholt, Ulf and Linda Hynan. 1994. Caveats on a process-tracing measure and a remedy. Journal of Behavioral Decision Making. 7: 103-118.
Wedell, Douglas and Ulf Böckenholt. 1994. Contemplating single versus multiple encounters of a risky prospect. American Journal of Psychology. 107: 499-518.
Böckenholt, Ulf and Linda Hynan. 1994. Differences and similarities between SI and SM: A reply to Payne and Bettman. Journal of Behavioral Decision Making. 7: 123-128.
Böckenholt, Ulf, Melinda Smith de Borrero, Ham Bozdogan, Wayne DeSarbo, William Dillon, Sunil Gupta, Wagner Kamakura, Ajith Kumar, Venkatram Ramaswamy and Michael Zenor. 1994. Issues in the estimation and application of latent structure models of choice. Marketing Letters. 5: 323-334.
Böckenholt, Ulf. 1993. A latent class regression approach for the analysis of recurrent choice data. British Journal of Mathematical and Statistical Psychology. 46: 95-118.
Weber, Elke, Ulf Böckenholt, Denis Hilton and Brian Wallace. 1993. Determinants of diagnostic hypothesis generation Effects of information base rates and experience. Journal of Experimental Psychology: Learning, Memory, and Cognition. 19: 1151-1164.
Böckenholt, Ulf. 1993. Estimating latent distributions in recurrent choices. Psychometrika. 58: 489-509.
Böckenholt, Ulf. 1993. The analysis of 'pick any/n' data with no prior knowledge. Kwantitatieve Methoden. 42: 109-127.
Böckenholt, Ulf and Elke Weber. 1993. Toward a theory of hypothesis generation in diagnostic decision-making. Investigative Radiology. 28: 76-80.
Böckenholt, Ulf. 1992. Loglinear representation for multivariate choice data. Mathematical Social Sciences. 23: 235-250.
Böckenholt, Ulf. 1992. Thurstonian models for partial ranking data. British Journal of Mathematical and Statistical Psychology. 45: 31-49.
Böckenholt, Ulf. 1992. Use of formal models in medical decision making: A survey and analysis. Medical Decision Making. 12: 298-306.
Böckenholt, Ulf and Ingo Böckenholt. 1991. Constrained latent class analysis Simultaneous classification and scaling of discrete choice data. Psychometrika. 56: 699-716.
Wedell, Douglas and Ulf Böckenholt. 1991. Effects of multiple plays on evaluations of gambles. Bulletin of the Psychonomic Society. 29: 530-530.
Böckenholt, Ulf, Dietrich Albert, Michael Aschenbrenner and Franz Schmalhofer. 1991. The effect of attractiveness, dominance, and attriute differences on information acquisition in the multi-attribute binary choice. Organizational Behavior and Human Decision Processes. 49: 258-281.
Böckenholt, Ulf and Ingo Böckenholt. 1990. Canonical analysis of contingency tables with linear constraints. Psychometrika. 55: 633-639.
Böckenholt, Ulf and Ingo Böckenholt. 1990. Modeling individual differences in unfolding preference data: A restricted latent class approach. Applied Psychological Measurement. 14: 257-269.
Böckenholt, Ulf and Douglas Wedell. 1990. Moderation of preference reversals as a function of long-run vs. short-run perspective. Journal of Experimental Psychology: Human Performance and Perception. 16: 429-438.
Böckenholt, Ulf. 1990. Multivariate Thurstonian models. Psychometrika. 55: 391-404.
Böckenholt, Ulf, Larry Rendell and Chelsea White III. 1990. Representation and use of knowledge for decision making in human, mechanized, and ideal agents. IEEE Transactions on Systems, Man, and Cybernetics. 20: 293-295.
Böckenholt, Ulf. 1989. Analyzing optima in the exploration of multiple response surfaces. Biometrics. 45: 1001-1008.
Wasserman, Stanley and Ulf Böckenholt. 1989. Bootstrapping: Applications to Psychophysiology. Psychophysiology. 26: 208-221.
Böckenholt, Ulf. 1988. A logistic representation of multivariate paired comparison models. Journal of Mathematical Psychology. 32: 44-63.
Working Papers
Ebbes, Peter, Ulf Böckenholt, Michel Wedel and Hyoryung Nam. 2011. Accounting for Regressor - Error Dependencies in Educational Data: A Bayesian Mixture Approach.
Cruyff, Maarten, Ulf Böckenholt and P.G.M. van der Heijden. 2011. The Randomized-Response Funnel-Question Design: It Helps to Ask a Sensitive Question Twice.
Böckenholt, Ulf. 2011. Modeling Muiltiple Response Processes in Judgment and Choice.
Ostinella, Max and Ulf Böckenholt. 2011. Be Careful of What You Imagine, It Might Stick With You. Can Product Evaluations Induced by Mental Imagery Be Discounted?.
Ostinella, Max and Ulf Böckenholt. 2011. Unleashing the Imagination Through Priming: Persistence and Facilitating Effects of the Imagery-Mindset.
Aladjem, Maria and Ulf Böckenholt. 2011. I Like Thee! Let Me Count the Ways...Oh, I Like Thee Even More!: On the Role of Attitude Strength in Consumer Judgments.
Book Chapters
Heijden, P.G.M. van der, Ardo van den Hout, Maarten Cruyff and Ulf Böckenholt. "Advances in logistic regression models for randomized response data." In Advances in latent class analysis: A Festschrift in honor of C. Mitchell Dayton, edited by G.R. Hancock and G.B. Macready, Charlotte, NC: Information Age Publishing, Inc..
Böckenholt, Ulf, Maarten Cruyff, Ardo van den Hout and P.G.M. van der Heijden. "On the measurement of non-compliance using randomized response models." In Advances in latent class analysis: A Festschrift in honor of C. Mitchell Dayton, edited by G.R. Hancock and G. B. Macready, Charlotte, NC: Information Age Publishing, Inc..
Maydeu-Olivares, Albert and Ulf Böckenholt. 2009. "Preference Models." In Handbook of Quantitative Methods in Psychology, edited by R.E. Millsap & A. Maydeu-Olivares, Thousand Oaks: Sage.
Heijden, P.G.M. van der and Ulf Böckenholt. 2008. "Applications of randomized response methodology in e-commerce." In Statistical Methods in eCommerce Research, edited by W. Jank & G. Shmueli, 401-416. New York, NY: Wiley & Sons.
Böckenholt, Ulf and Rung-Ching Tsai. 2007. "Random-effects models for preference data." In Handbook of Statistics, edited by C.R. Rao & S. Sinharay, vol. 26, 447-468. Amsterdam, The Netherlands: Elsevier Science.
Böckenholt, Ulf. 2004. "Models for paired comparisions." In Encyclopedia of Social Measurement, edited by K. Kempf-Leonard, 735-740. Elsevier Science Ltd.
Bock, Darrell and Ulf Böckenholt. 2004. "Nominal response models." In Encyclopedia of Social Measurement, edited by K. Kempf-Leonard, 851-858. Elsevier Science Ltd..
Böckenholt, Ulf. 2004. "Scaling of Preferential Choice." In Encyclopedia of Statistics in Behavioral Science, edited by B.S Everitt & D.C. Howell, vol. 4, 1790-1794. John Wiley & Sons, Ltd.
Böckenholt, Ulf. 2001. "Comparison and choice: Analyzing discrete preference data by latent class scaling models." In Advances in latent class modeling, edited by McCutcheon, A. & Hagenaars, J., 163-182. Cabridge University Press.
Böckenholt, Ulf. 2001. "Psychometrics: Preference models with latent variables." In International Encyclopedia of the Social and Behavioral Sciences, edited by Smesler, N.J. & Baltes, P.B., vol. 17, 11965-11969. Elsevier Science Ltd..
Böckenholt, Ulf. 1998. "Latent-class scaling models for the analysis of longitudinal choice data." In Data Science, Classification and Related Methods, edited by Hayashi, C., Ohsumi, N., Yajima, K., Tanaka, Y., Bock, H.H., & Baba, Y., 518-524. New York, NY: Springer Verlag.
Böckenholt, Ulf. 1998. "Modeling time-dependent preferences: Drifts in ideal points." In Visualization of Categorical Data, edited by Greenacre, M. & Blasius, J., 461-476. Lawrence Erlbaum Press.
Böckenholt, Ulf. 1996. "Concomitant variables in latent change models." In Applications of Latent Trait and Latent Class Models in the Social Sciences, edited by Rost, J. & Langeheine, R., 361-369. Waxman Publications.
Böckenholt, Ulf and Yoshio Takane. 1994. "Linear constraints in correspondence analysis." In Correspondence Analysis in the Social Sciences: Recent Developments and Applications, edited by M. Greenacre & J. Blasius, 112-127. London, England: Academic Press.
Böckenholt, Ulf. 1993. "Applications of Thurstonian models to ranking data." In Probability Models of Perception and Cognition, edited by Fliegner, M. & Verducci, J., New York, NY: Springer, 157-172.
Böckenholt, Ulf and Keith Kroeger. 1993. "Time pressure effects in multi-attribute binary choices." In The Effects of Time Pressure and Stress in Human Judgment and Decision Making, edited by J. Maule & O. Svenson, 195-214. New York, NY: Plenum Press.
Böckenholt, Ulf. 1992. "Multivariate models of preference and choice." In Probablistic Multidimensional Models of Perception and Cognition, edited by G. Ashby, 89-113. Hillsdale, NJ: Lawrence Erlbaum.
Böckenholt, Ulf and Ingo Böckenholt. 1988. "A multivariate extension of probabilistic choice models." In The Many Faces of Multivariate Analysis, edited by M.G.H. Jansen & W.H. van Schuur, 240-253. Groningen: RION.
Böckenholt, Ulf. 1988. "Multivariate analysis of choice behavior." In Classification and Related Methods of Data Analysis, edited by H.H. Bock, 413-420. Amsterdam: North-Holland.
Aschenbrenner, Michael, Ulf Böckenholt, Dietrich Albert and Franz Schmalhofer. 1986. "The selection of dimensions when choosing between multi-attribute alternatives." In Issues in the West German Decision-Making, edited by R.W. Scholz, 63-78. New York, NY: Lang.
Böckenholt, Ulf, Martin Brocking, Gerhard Ernst, Udo Marten and Friedhelm Nachreiner. 1981. "Subjective satiation and monotony: Indices of job satisfaction." In Zur Psychologie der Arbeitsstrukturierung, edited by U.Kleinbeck & G. Ernst, 180-192. Frankfurt, Germany: Campus.

 
Print Teaching
Doctoral
Special Topics in Marketing: Problems and Solutions in Applied Data Analysis (MKTG-530-1)
coming soon

Full-Time / Part-Time MBA
Empirical Tools in Marketing Strategy (MKTG-955-0)

This course counts toward the following majors: Marketing

In this course, we will practice using quantitative tools to facilitate informed marketing decisions. We will examine such questions as how to transform a Web site to build trust and sales, how to segment and target consumers using online recommendation systems, and how to combine database models and managerial intuition to make better business decisions. The objective is to develop a strong conceptual and practical understanding of the empirical tools we use to make business decisions. Although prior exposure to statistics is helpful, this class should be accessible to students with little background in statistics.