Commentary - Discussion of "Alleviating the Constant Stochastic Variance Assumption in Decision Research: Theory, Measurement, and Experimental Test".

Jordan Louviere Joffre Swait Commentary - Discussion of "Alleviating the Constant Stochastic Variance Assumption in Decision Research: Theory, Measurement, and Experimental Test". 18-22 2010 29 Marketing Science 1 http://dx.doi.org/10.1287/mksc.1080.0474 db/journals/mktsci/mktsci29.html#LouviereS10