Preferences between Product Consultants: Choices vs. Preference Functions

“…Although real brands were used, the hypothetical purchasing setting and forced choice scenario would have, in all likelihood, not engaged the true motivations that a consumer will display during real life choice situations because the subject ran no risk whatsoever in making a choice. Subjects' judgments during the hypothetical choice task were perhaps not viewed as directly affecting their future personal welfare; this would have held even if subjects had been given a monetary incentive for the time spent in the study (Bither & Wright, 1971;Wright & Weitz, 1976). In addition, there was a very limited number of brands (only 6).…”

Section: Resultsmentioning

confidence: 99%

Prediction of choice in a technically complex, essentially intangible, highly experiential, and rapidly evolving consumer product

Nataraajan

1993

Psychology and Marketing

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This study compares the effectiveness of the theory of reasoned action, the most well known attitudinal approach, with that of traditional conjoint analysis, the most popular utilitarian approach, in predicting choice among real brands of word processing software. Results suggest that traditional conjoint analysis has a significantly higher first choice hit rate than the theory of reasoned action. With products such as word processing software, a utilitarian approach may be better than an attitudinal approach for predicting consumer choice. © 1993 John Wiley & Sons, Inc.

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“…However, poor predictive validity was found by Bither and Wright (1977). However, poor predictive validity was found by Bither and Wright (1977).…”

Section: Reliability and Validity Testingmentioning

confidence: 92%

A General Approach to Product Design Optimization Via Conjoint Analysis

Green

Carroll²,

Goldberg

1981

Journal of Marketing

212

103

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JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org.. American Marketing Association is collaborating with JSTOR to digitize, preserve and extend access to Journal of Marketing. This paper describes some of the features of POSSE (Product Optimization and Selected Segment Evaluation), a general procedure for optimizing product/service designs in marketing research. The approach uses input data based on conjoint analysis methods. The output of consumer choice simulators is modeled by means of response surface techniques and optimized by different sets of procedures, depending upon the nature of the objective function.

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Preferences between Product Consultants: Choices vs. Preference Functions

Cited by 26 publications

References 12 publications

Prediction of Consumer Behavior by Experts and Novices

Prediction of Consumer Behavior by Experts and Novices

Prediction of choice in a technically complex, essentially intangible, highly experiential, and rapidly evolving consumer product

A General Approach to Product Design Optimization Via Conjoint Analysis

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