Decisionmaking between Multiattribute Choice Alternatives: A Model of Spatial Shopping-Behaviour Using Conjoint Measurements

Abstract

In this paper the authors are concerned with the application of conjoint measurement models to predict consumer choice of shopping centres. First, conjoint measurement models are discussed in the context of the development of spatial shopping-models. Next, the conceptual framework underlying the model and conjoint measurement are discussed. The second part of the paper describes an application of the methodology. Conjoint measurement is used to estimate consumer utility functions and a multivariate logit model as an approximation of the unit multivariate normal distribution is used to predict the probability that a consumer will choose a particular shopping centre. The results indicate that the methodology offers a potentially valuable approach to the modelling of spatial shopping-behaviour.

Locational Choice Behaviour of Entrepreneurs: An Experimental Analysis

“…Deterministic decision rules which state that the location which receives the highest overall utility will invariably be chosen, can be used but, alternatively, probabilistic decision rules which assume that overt choice behaviour is only probabilistically related to utilities may be more appropriate. The interested reader is referred to Timmermans (1984) for more details. Such additional modelling steps have the potential of increasing the planning relevancy of the experimental approach.…”

“…Several procedures may be used to capture the nature of this decision-making process (Timmermans, 1984). One way to proceed would be to use a compositional approach in which the overall evaluation of the multi-attribute choice alternative is obtained as some function of the alternative's perceived attribute levels as separately and explicitly evaluated by an individual.…”

“…In this case one of the more sophisticated experimental designs should be preferably used, the ultimate choice of which depends upon some countervailing considerations (for a discussion see Timmermans, 1984). This study chooses to make use of a fractional factorial design.…”

“…However, during the past decade, an overwhelming amount of empirical evidence has accumulated which suggests that these assumptions are supported in a variety of contexts relating to spatial and travel choices. Satisfactory predictive results have, for example, been obtained in the study of mode choice (Norman and Louviere, 1974;Levin, 1975Levin, , 1977Louviere, 1976Louviere, , 1978Louviere and Norman, 1977) migration and residential choice behaviour (Lieber, 1978(Lieber, , 1979Louviere, 1979), recreation (Lieber and Fesenmaier, 1984) and shopping centre choice (Recker and Schuler, 1981;Schuler, 1979;Timmermans, 1982;Timmermans et al, 1984). There is no obvious reason to believe that these assumptions cannot also be met in the study of locational choice behaviour.…”

The Application of Conjoint Measurement as a Dynamic Decision Making Tool in a Virtual Reality Environment

“…Conjoint analysis is a generic term coined by Green and Srinivasan (1978) to refer to a number of paradigms in psychology, economics and marketing that are concerned with the quantitative description of consumer preferences or value trade-offs (Timmermans, 1984;Louviere, 1988). Conjoint analysis sometimes referred to as stated preference modelling involves the use of hypothetical choice situations generated according to the principles underlying the design of statistical experiments to measure subjects' preferences, examine consumer behaviour and/or predict their choice in new situations (Oppewal, 1995).…”