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

W e discuss the Salisbury and Feinberg paper [Salisbury, L. C., F. M. Feinberg. 2010. Alleviating the constant stochastic variance assumption in decision research: Theory, measurement, and experimental test. Marketing Sci. 29(1) 1-17], setting their contribution in the historical context of the wider literature on the role of error variability in discrete choice models. We discuss the seminal nature of their contribution and suggest that the paper should be required reading for current and future Ph. D. students.