An Interdisciplinary Review of Research in Conjoint Analysis: Recent Developments and Directions for Future Research

Abstract

This review article provides reflections on the state of the art of research in conjoint analysis-where we came from, where we are, and some directions as to where we might go. We review key articles, mostly contemporary published since 2000, but some classic, drawn from the major marketing as well as various interdisciplinary academic journals to highlight important areas related to conjoint analysis research and identify more recent developments in this area. We develop an organizing framework that attempts to integrate various threads of research in conjoint methods and models. Our goal is to (a) emphasize the major developments in recent years, (b) evaluate these developments, and (c) to identify several potential directions for future research.

Visual Attention's Influence on Consumers’ Willingness‐to‐Pay for Processed Food Products

“…() and Agarwal et al. (). For instance, eye‐tracking results may indicate consumers’ familiarity with the product attributes (Aribarg, Pieters, & Wedel, ; Orquin & Loose, ) and/or attribute complexity (Ares et al., ).…”

“…Model manipulation has been used to address this issue in the past (Scarpa, Gilbride, Campbell, & Hensher, ). Recently, researchers suggest using eye‐tracking metrics to address this problem because visual attention is an important measure of consumer information acquisition (Agarwal, DeSarbo, Malhotra, & Rao, ; Van Loo, Nayga, Seo, & Verbeke, ). Specifically, eye‐tracking measurements can increase model accuracy as demonstrated by Van Loo et al.…”

System dynamics at sixty: the path forward

“…Protocols for eliciting people's knowledge, beliefs and preferences include interviews, ethnographic study, survey methods, focus groups, conjoint analysis, nominal group technique, concurrent verbal protocols, and many others (the literature is vast; see, e.g., Ericsson and Simon, ; Miles et al, ; Agarwal et al, ; Turco, ; Glaser and Strauss, ). Such methods have been used in system dynamics to, among others, elicit customer preferences (e.g., Sterman, , ch.…”

Coupling techno-economic energy models with behavioral approaches

“…A multitude of articles are dedicated to empirical studies in a variety of different fields, using conjoint analysis (for recent examples see Kairu-Wanyoike et al (2014), Oltman et al (2014) and Wooliscroft and Ganglmair-Wooliscroft (2014)). Finally, numerous articles develop and improve the techniques of conjoint analysis (see Agarwal et al (2015) for a recent literature review).…”