Response latencies in the analysis of conjoint choice experiments

Response latencies provide information about consumers' choice behavior in a conjoint choice experiment. The authors use filtered response latencies t o scale the covariance matrix of a multinomial probit model and show that t his leads to better model fit and holdout predictions, even if the response latencies in the holdout task are not used. The authors provide an empiric al application along with a tentative explanation for the findings of the e ffect of response latencies.