Consumers are more likely to belong to the OL class while
buying their favorite brand, as they are more motivated to
process information carefully [11], including the consideration
of outside alternatives. The coefficient for price display
(Display), though negative with large magnitude, is not statistically
significant, perhaps due to the fact that we only have
limited number of observations. For the individual-specific
factors, we find that shoppers with a lower household income
are more likely to belong to the OL class. However, the
coefficient for being a frequent shopper is not statistically
significant.