Range and Number-of-Levels Effects in Derived and Stated Measures of Attribute Importance

We study how the range of variation and the number of attribute levels affect five measures of attribute importance: full profile conjoint estimates, ranges in attribute level attractiveness ratings, regression coefficients, graded paired comparisons, and self-reported ratings. We find that all importance measures are affected by the range manipulation. The number of attribute levels affects only two measures. The results allow us to benchmark the magnitude of the number-of-levels effect against the range effect: conjoint importance estimates were approximately equally affected by a threefold increase in the range of attribute variation and by the insertion of two intermediate attribute levels. Our findings show that the number-of-levels effect is most likely due to respondents' tendencies to distribute their mental stimulus representations and their responses uniformly over the corresponding continua.     

Information Asymmetry in Consumer Perceptions of Quality‐Differentiated Food Products

Increasing consumer demand for quality‐differentiated food products has given rise to a large quantity of food product classifications related to production practices and locations. Some food product claims such as native have no clear definitions and may have ambiguous connotations for different consumers. We analyze whether asymmetry in information affects consumer preferences and willingness to pay for ambiguous claims using the native attribute. An empirical application of pecans is used in the analysis to compare native and improved pecan varieties. With no evidence in the literature of additional benefits of native varieties, the results showed that consumers preferred native varieties. Furthermore tastes and preferences for all product attributes were heterogeneous; heterogeneity in preference for the native attribute was only significant at the 10% level.     

Understanding the mechanism and determinants of compromise effects

In this article, compromise effects are distinguished theoretically from attraction effects, which have received more research attention in the past. This article proposes and tests expected‐loss minimization under decision uncertainty as the underlying mechanism to explain compromise effects. Next, it examines the effects of a consumer's familiarity with the product and attribute‐importance structure on compromise effects. The empirical results demonstrate the negative influences of familiarity and asymmetry of attribute importance on compromise effects, as well as the mediating effect of attribute importance on the familiarity–compromise‐effect relationship. Further research directions are also discussed. © 2005 Wiley Periodicals, Inc.     

Attribute Range Effects in Binary Response Tasks

This paper investigates attribute range effects in binary response conjoint analysis tasks. We investigate a long-standing conjecture that the regression estimates of attributes in choice tasks are influenced by a researcher's selected range of attribute levels across choice sets. Specifically, we examine the effect(s) of varying attribute ranges systematically over two ranges of levels (1=wide range, 2=levels in the middle of the wide range) in a public bus choice context. A master 2³ design is used to vary the range (i.e., wide, middle) of three numerical attributes (fare, service and time). In each of the eight master range conditions a 2³ factorial creates bus profiles, and a ninth condition is added to test for response non-linearity. Our results suggest that attribute range impacts attribute main effects to a small degree, yet exhibit substantial and systematic effects on attribute interactions and model goodness-of-fit. Implications of these results for practical design of academic and commercial choice-based conjoint analysis tasks are discussed.     

Multiple Attribute Group Decision Making Method Based on Utility Theory Under Interval-Valued Intuitionistic Fuzzy Environment

In this paper, a kind of multiple attribute group decision making problem is studied, where there is no original information about the weights of importance of the attributes and the decision makers (DMs), and the attribute values are given in the form of interval-valued intuitionistic fuzzy numbers (IVIFNs). To solve this problem, a new method is proposed based on utility theory. In the proposed method, the weights of importance of the DMs and the attributes are all determined by using the intuitionistic indexes of related IVIFNs. And then, the alternatives are compared by using their composite interval indexes which are generated based on utility theory. Finally, two numerical examples are proposed to demonstrate the effectiveness of the proposed method.     

Changing Trends in Seafood Markets

The rapid growth of aquaculture has significantly impacted the development of global seafood markets by providing year-round supplies of consistent quality seafood products. Production of cultured salmon, however, has resulted in both a rapid increase in supplies and substantial decreases in prices for both farmed and wild product. Producers are now searching for new marketing and production strategies and debating the relative merits of wild and cultured product. To date, however, there are few studies which explore consumer preferences for wild and cultured salmon. This paper addresses this issue by reviewing general trends in global seafood markets and focusing on market development and consumer preferences for farmed and wild salmon. A consumer survey was developed to elicit preferences for the characteristics of salmon. Results showed that quality was the most important salmon attribute followed by state (fresh/frozen), flesh color, and price. Source of production (wild or farmed) was the least important attribute and species and product form were of intermediate importance. However, preferences for specific characteristics depended on the socioeconomic profile of the respondents. Results indicate potential opportunities for niche marketing of certain types of wild salmon, conditional on resource conservation and management.     

Market strategy for promoting green consumption: Consumer preference and policy implications for laundry detergent

Green consumption is a very common phrase in our daily lives, yet product characteristics that mainly contribute to the diffusion of green products are largely unknown. Based on microeconomic theory, we conduct a conjoint survey of consumer preferences for a ubiquitous green product—laundry detergent. We analyze the correlation between consumers' demographic variables and attributes of laundry detergents through a hierarchical Bayesian mixed logit model. We find that consumer preferences for attributes display significant heterogeneity. Age and income significantly influence the marginal preferences for attributes. An examination of consumer willingness to pay and of the relative importance of each attribute reveals that price and base material are the most important attributes. Green attributes, such as skin irritation potential and biodegradability, tend to be less important. This study also examines preference heterogeneity based on previous purchase experience. To promote green consumption, we emphasize the need for policies that reduce the value‐action gap.     

Quality Dimensions in E-Commerce Software Tools: An Empirical Analysis of North American and Japanese Markets

Are customers in different countries alike in their preferences for similar software products? In this article, we examine the relative importance of 5 dimensions of product quality across customers from North America and Japan. Based on data collected from over 400 customers of a representative sample of electronic- (e-) commerce software products, we tested the relative importance of these quality dimensions for differences across samples from North America and Japan. We use Bayesian analysis for analyzing the average influence of each attribute on the overall customer satisfaction as well as the variability of each attribute across the two samples. Our findings indicate that the importance of quality attributes is significantly different in North American and Japanese samples. We find that although usability dominates other attributes in North American data, Japanese customers place emphasis on functionality and capability of software products. Our results provide managerial implications for the designers of global software applications, especially in the domain of e-commerce.     

Consumer Preferences for Locally Produced Food Ingredient Sourcing in Restaurants

Increasing restaurant supply chain participants’ knowledge of consumer preferences toward the use of locally produced ingredients in restaurants may provide insight into a valuable marketing opportunity. This study uses conjoint analysis to evaluate consumers’ locally produced ingredient preferences relative to two other key restaurant attributes (the price of the dining experience and restaurant type). Results suggest that, for one fifth of surveyed restaurant consumers, a restaurant’s practice of “buying locally” is the primary restaurant attribute of importance. The implications of these results for supply chain providers (e.g., producers, manufacturers, and food service distributors) are discussed.     

Promoting green buildings: Do Chinese consumers care about green building enhancements?

This paper explores sustainability‐related choices about buildings by analysing how consumers rated the relative importance of various attributes of conventional and green buildings. It also analyses how consumers judge environmental and health‐oriented improvements in green buildings. Unlike previous studies, this research applied conjoint analysis to explore the green building market at the consumer's level by regarding green buildings as nondurable green products and services. We used a survey to gather consumer preferences about several green building hotel models which partly applied green energy, modern wood structures and improved indoor environmental quality (IEQ). In total, 341 consumers participated the survey in two of China's largest cities: Beijing and Shanghai. The results revealed that green energy was the most preferred attribute of green buildings, exerting an even stronger overall effect on consumer choice than price. Afterwards, we identified distinct consumer segments and determined the background characteristics of each segment based on the similarities in the preferences for each attribute. The largest consumer segment, consisting of younger consumers, ranked green energy as the most important criterion. However, an improved indoor environmental quality was generally not highly ranked, and individuals in the consumer segment, which included more older and female consumers, were more likely to reject modern wood structures. The results also revealed that higher‐income individuals were most concerned with price, and consumers with higher levels of education were willing to pay more to support green buildings.     

Exploring business students' creative problem-solving preferences

Past research has established the importance of problem solving to business success. The authors explored the creative problem-solving (CPS) preferences of business students, addressing two primary issues: (a) Do CPS preferences vary across CPS stages and tasks? And (b) Do CPS preferences regarding collaboration and delegation vary by stage? Findings suggest business students' CPS preferences do vary across CPS stages and tasks. Further, results show business students' preferences for CPS collaboration and delegating do vary by stage. The implications for businesses and educators attempting to improve attitudes toward creativity are discussed.     

Business‐to‐Business Branding: A Review and Assessment of the Impact of Non‐Attribute‐Based Brand Beliefs on Buyer's Attitudinal Loyalty

Business‐to‐business branding has received increasing attention from researchers in the last few years. Nonetheless, there is no agreement on the relative contribution of a brand versus an offering's functional attributes to the industrial buyer's preferences. Drawing on models from the business‐to‐consumer context, this paper demonstrates that non‐attribute‒based brand beliefs are predictors of hedonic outcomes as measured by industrial buyers' attitudinal loyalty, while attribute‐based brand beliefs are not. Moreover, the moderating role of the buyer's level of knowledge for the value‐generating process is identified, suggesting that the impact of non‐attribute‒based brand beliefs on attitudinal loyalty is greater for buyers with a low level of knowledge. Copyright © 2012 ASAC. Published by John Wiley & Sons, Ltd.     

A simplified method of constrained parameter estimation in conjoint analysis

Part-worths estimated via regression are replaced by constrained part-worths that are as close to the original part-worths as possible subject to any a priori constraints on the ordering of preferences for the levels of each attribute.This approach produces significant improvements in validations on holdout samples when employed with either ACA or full-profile conjoint analysis. The improvements in full-profile validations are similar to those obtained when constraints are imposed with LINMAP. A smaller gain is achieved with ACA.     

A purchase decision support model considering consumer personalization about aspirations and risk attitudes

Ranking alternative products to help consumers make better purchase choices is a valuable research topic. Most previous decision support models cannot be well applied to heterogeneous consumers. This paper focuses on establishing a personalized interactive model to assist consumers make better buying decisions with less effort. For the alternative products provided by consumers, we collect online reviews and parameter configurations of alternative products and then obtain the fusing evaluative information. As consumers are dominated by bounded rationality, they only provide partially key attribute weights, based on which, we construct an optimizing model to obtain the optimal attribute weights of customers for products. Then, a satisfaction function is proposed by uniting aspiration levels and risk attitudes of consumers and a compensatory decision rules is established to rank and recommend the brands to consumers. Finally, practicability of this study is illustrated with a real car purchase case. Through the case study, it can be seen that the proposed decision support model generates a personalized list of alternatives based on consumer's own utility function about risk attitudes, aspiration levels, and preferences for product attributes, which further confirms that the proposed model can capture the personalized needs of consumers. Theoretical and managerial implications of this model as well as advantages are further illustrated.     

Is it better to have loved and lost than never to have loved at all? The effect of changes in product features over time

This article examines how feature additions and removals affect consumers' preferences and the attributions they make regarding why these changes occurred. In two experiments, using a range of hypothetical and real products, we find that consumers' preferences for current product formulations are influenced by prior formulations and that changes in consumer preference are more extreme for feature removals than for feature additions. We further find that consumers attribute feature additions to causes that are more external to the firm and more stable over time than those for feature removals. Consumers' product evaluations are more negative when the cause of a feature removal is attributed more internally to the firm. However, consumers' product evaluations are not significantly affected by their attributions for feature additions. Finally, the degree to which the changing feature is linked to a brands' equity moderates these findings.     

Enhancing marketing with engineering: Optimal product line design for heterogeneous markets

Successful product line design and development often require a balance of technical and market tradeoffs. Quantitative methods for optimizing product attribute levels using preference elicitation (e.g., conjoint) data are useful for many product types. However, products with substantial engineering content involve critical tradeoffs in the ability to achieve those desired attribute levels. Technical tradeoffs in product design must be made with an eye toward market consequences, particularly when heterogeneous market preferences make differentiation and strategic positioning critical to capturing a range of market segments and avoiding cannibalization.We present a unified methodology for product line optimization that coordinates positioning and design models to achieve realizable firm-level optima. The approach overcomes several shortcomings of prior product line optimization models by incorporating a general Bayesian account of consumer preference heterogeneity, managing attributes over a continuous domain to alleviate issues of combinatorial complexity, and avoiding solutions that are impossible to realize. The method is demonstrated for a line of dial-readout scales, using physical models and conjoint-based consumer choice data. The results show that the optimal number of products in the line is not necessarily equal to the number of market segments, that an optimal single product for a heterogeneous market differs from that for a homogeneous one, and that the representational form for consumer heterogeneity has a substantial impact on the design and profitability of the resulting optimal product line — even for the design of a single product. The method is managerially valuable because it yields product line solutions efficiently, accounting for marketing-based preference heterogeneity as well as engineering-based constraints with which product attributes can be realized.     

Fair,Efficient and Envy-Free Bargaining: An Experimental Test of the Brams-Taylor Adjusted Winner Mechanism

The Adjusted Winner mechanism for two-player bargaining has been theoretically shown to produce “fair” (efficient and envy-free) outcomes (Brams and Taylor 1996). We study this claim experimentally in a bilateral bargaining game of incomplete information for two divisible goods using three information conditions. Results indicate that the Adjusted Winner mechanism can be quite effective in achieving both efficient, equitable and envy-free outcomes in an experimental setting but results vary greatly depending on the knowledge that each party has of the preferences of their bargaining partner. Under conditions of common knowledge, when players have competing preferences, their bilateral decisions converge toward efficient outcomes, yet only one-third can be classified as “envy-free.” In an environment where there is more uncertainty about preferences, pronounced strategic bidding emerges yet the result is twice as many envy-fee outcomes with increased levels of efficiency. Despite the fact that players dramatically misrepresent their true valuation for objects when ordinal preferences are commonly known to be complementary, both efficiency and envy-freeness approach maximum levels.     

Ordered Weighted Disagreement Functions

In this paper a preference aggregation procedure is proposed for those cases in which decision-makers express their preferences by means of a ranking of alternatives. Among the most commonly applied methods for this purpose are those based on distance measures between individual and collective preferences, which look for the solution that minimizes the disagreement across decision-makers. Some models based on the minimization of the distance between rankings include weights to adjust the relative importance of the agents in the final decision, although in those cases, the weights are related with an a priori evaluation of the individuals and not with the behaviour of the agents in the group decision making process. In the model proposed here, a weighted disagreement function whose emphasis is on the ordered position of the individuals’ disagreement values is developed. In order to solve the problem, a mixed-integer linear programming model is constructed.     

A Conjoint Analysis of Quality Wine

Abstract

Weighted least squares approach for conjoint analysis is used to examine buyer preferences towards wines produced in different Spanish regions. Two producer regions are considered, Na-varra and Aragon, and three wine attributes: price, origin and grape vintage year (wine age). In both regions, differences between urban and rural consumers' preferences are tested. Results indicate that the origin of the grapes is the most important attribute for the wine consumer. Rural consumers prefer locally produced wines while Rioja wines are better considered by urban consumers. The price and the age of the wines are secondary attributes in consumer preferences. Finally, some market segments are formed based on individual consumer preferences and some of their sociodemographic characteristics in order to address differentiated marketing strategies to these segments.