Conjoint analysis has played an important role in helping make a number of operations management decisions including product and service design, supplier selection, and service operations capacity. ...Many recent advances in this area have raised questions about the most appropriate form of conjoint analysis for this research. We review recent developments in the literature and provide new evidence on how the choice between ratings- and choice-based conjoint models might affect the estimates of customer demand used in operations management models.
The biggest systematic difference between ratings-based (RB) and choice-based (CB) parameters is consistent with the compatibility effect, i.e., some
enriched attributes like brand name tend to be more important in RB models and some
comparable attributes like price are likely to be more important in CB models. Still, there were reasonably small differences between choice- and ratings-based parameters. Parameter similarity was also seen in the lack of differences both in the choice share validations when the “keep on shopping” alternative was not considered and in the profiles that were predicted to maximize choice shares. This suggests that the two approaches will produce similar estimates of the relative importance of various attributes.
In spite of demonstrated success with each method, several reasons lead us to recommend the use of hierarchical Bayesian choice-based conjoint models. First, the slightly higher individual hit rate validations give us greater confidence in predictive accuracy overall as well as an increased ability to target individual customers. Additionally, the greater ease of modeling both changes in market size and competitive reactions are attractive benefits of choice-based models.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UL, UM, UPCLJ, UPUK
This article studies the influence of product lifetime labelling on purchase decisions. Based on consumer theory of Lancaster, experimental survey data are collected from a population representative ...sample of 499 German consumers, using choice‐based conjoint analysis. Hierarchical Bayes utility modelling suggests a substantial positive effect of product lifetime labelling on purchase decisions. However, the effect is not linear but decreasing with higher levels of product lifetime. The relative importance of the product lifetime label is found to be higher than that of the product's energy consumption or brand. Additionally, we show that the introduction of product lifetime labelling renders the positive influence of existing brands on purchase decisions less impactful. Therefore, strategic implications for companies differ substantially, depending on companies' current brand‐building. Besides implications for business strategy, the study informs marketers and policymakers about the potential of product lifetime labelling to stimulate the supply of, and demand for, more durable products.
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BFBNIB, FZAB, GIS, IJS, KILJ, NLZOH, NUK, OILJ, SBCE, SBMB, UL, UM, UPUK
•To elicit perceived personalization it is best to use interests, location or age.•Gender, life-events or friend referrals elicit less perceived personalization.•Results remain stable across product ...perceptions.•Results remain stable across socio-demographic characteristics.
On social networking sites, consumers disclose information about themselves which advertisers use to personalize advertisements. The underlying assumption is that personalized advertisements are more persuasive. However, it is not clear to what extent actual personalization elements (as intended by advertisers) determine consumers’ perceptions of the extent to which an ad is personalized, and it is the latter that drives responses. The current study investigates the relative weight of different actual personalization elements (age, gender, location, life events, interests, and friend referrals) in Facebook ads in eliciting perceived advertising personalization. We conduct conjoint analyses for six products (a bank, a smartphone, tableware, furniture, a restaurant, a fashion retailer) with 595 consumers from the United States. The findings show that the most important elements in eliciting perceived personalization are (in order of importance) a person’s interests, location, and age. This result remains stable across different product perceptions (product category involvement, product qualities, and buying motivations) and across different socio-demographic characteristics (gender, age, and education). In sum, to evoke the perception of personalization, advertisers should primarily target consumers based on their interests.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
Objective
Self‐worth contingent on shape/weight is a diagnostic criterion and key maintaining factor for eating disorders. However, the role of other contingencies of self‐worth (i.e., domains in ...which self‐worth is invested) is largely unknown. Moreover, research has relied on self‐ratings of contingency strength, which are subject to distortion through socially desirable responding and limited self‐awareness, and may have limitations in terms of ecological validity. To overcome these limitations, the present study investigated a broad range of contingencies of self‐worth in relation to eating disorder pathology and employed a choice‐based conjoint (CBC) approach for assessing these contingencies.
Method
Young women and men from the community (N = 428) completed a CBC task to assess the domains in which self‐worth is invested, the Eating Disorder Examination Questionnaire (EDE‐Q) to assess eating disorder symptomatology, and the Balanced Inventory of Desirable Responding to assess socially desirable responding.
Results
Beta regression analyses showed that CBC thinness and athletic competence predicted higher scores on all EDE‐Q scales. CBC muscularity and facial attractiveness predicted higher scores, while coping ability and quality of relationships predicted lower scores, on various aspects of eating disorder symptoms. CBC social acceptance predicted lower eating disorder symptoms in males only.
Discussion
The findings suggest that a broader range of contingencies of self‐worth beyond shape/weight are relevant to eating disorder pathology and should be considered as potential underlying mechanisms and treatment targets. In addition, this first use of the CBC method in eating disorder research provides initial support for its validity and utility.
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BFBNIB, DOBA, FZAB, GIS, IJS, IZUM, KILJ, NLZOH, NUK, OILJ, PILJ, PNG, SAZU, SBCE, SBMB, UILJ, UKNU, UL, UM, UPUK
With high-immersive virtual reality (VR) systems approaching mass markets, companies are seeking to better understand how consumers behave when shopping in VR. A key feature of high-immersive VR ...environments is that they can create a strong illusion of reality to the senses, which could substantially change consumer choice behavior compared to online shopping. We compare consumer choice from virtual shelves in two environments: (i) a high-immersive VR environment using a head-mounted display and hand-held controllers with (ii) a low-immersive environment showing products as rotatable 3-D models on a desktop computer screen. We use an incentive-aligned choice experiment to investigate how immersion affects consumer choice. Our investigation comprises three key choice characteristics: variety-seeking, price-sensitivity, and satisfaction with the choice made. The empirical results provide evidence that consumers in high-immersive VR choose a larger variety of products and are less price-sensitive. Choice satisfaction, however, did not increase in high-immersive VR.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
Uncertainty is central to entrepreneurship; however robust and generalizable findings that explain the conditions in which uncertainty may impede or promote entrepreneurial action remain elusive. We ...operationalize uncertainty as a multi-dimensional construct composed of state, effect, and response types of uncertainty (Milliken, 1987) to investigate the relationship between uncertainty and entrepreneurial action. We decompose more than 2800 exploitation decision policies nested within a sample of new product decision-makers working in entrepreneurial software firms. We focus on the primary decision-maker's willingness to exploit a given opportunity in the face of varying combinations and manifestations of uncertainty and find that the type of uncertainty experienced influences the willingness to engage in entrepreneurial action differently. Further, we find that differences in how each type of uncertainty is manifested in the environment, the scale of exploitation (i.e. large vs. small), and the entrepreneur's expertise serve to moderate the relationship between uncertainty and action in counter-intuitive ways. We discuss the implications for both theory and practice.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UL, UM, UPCLJ, UPUK
This study advances a differentiated understanding of job ad pre-hire effectiveness. It analyzes the utility values for varying levels of job ad attributes through a hierarchical Bayesian approach to ...conjoint analysis. This method allows not only to measure the relative importance of different attributes on the individual level but also to explore heterogeneity in evaluations influenced by educational level, international career orientation and time to graduation. The main results from the experiment show that for both undergraduate and graduate business students, salary and opportunity for advancement by far outweigh employer familiarity and the description of job-related tasks. The study contributes to the recruitment literature by assessing to what extent these four core attributes of a job ad drive job pursuit intentions. It also discusses the implications of attribute trade-offs for employer branding activities.
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BFBNIB, IZUM, KILJ, NUK, PILJ, SAZU, UL, UM, UPUK
Conjoint analysis is a common tool for studying political preferences. The method disentangles patterns in respondents’ favorability toward complex, multidimensional objects, such as candidates or ...policies. Most conjoints rely upon a fully randomized design to generate average marginal component effects (AMCEs). They measure the degree to which a given value of a conjoint profile feature increases, or decreases, respondents’ support for the overall profile relative to a baseline, averaging across all respondents and other features. While the AMCE has a clear causal interpretation (about the effect of features), most published conjoint analyses also use AMCEs to describe levels of favorability. This often means comparing AMCEs among respondent subgroups. We show that using conditional AMCEs to describe the degree of subgroup agreement can be misleading as regression interactions are sensitive to the reference category used in the analysis. This leads to inferences about subgroup differences in preferences that have arbitrary sign, size, and significance. We demonstrate the problem using examples drawn from published articles and provide suggestions for improved reporting and interpretation using marginal means and an omnibus F-test. Given the accelerating use of these designs in political science, we offer advice for best practice in analysis and presentation of results.
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BFBNIB, NMLJ, NUK, ODKLJ, PNG, UL, UM, UPUK
Metric conjoint studies are a popular research design in the entrepreneurship domain. For these studies, test-retest reliabilities of ρ > .70 or higher are an often-cited reliability criterion. ...Despite their widespread use, however, there is little rigorous analysis of whether test-retest reliability in metric conjoint studies relates to model efficacy. Informed by a systematic literature review, we conducted two Monte Carlo simulations to evaluate the effects of various determinants of test-retest reliability in conjoint experiments. We then illustrate a workflow for entrepreneurship researchers employing conjoint designs to better evaluate—and communicate—confidence in statistical models estimated from conjoint data.
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BFBNIB, FZAB, GIS, IJS, KILJ, NUK, OILJ, SAZU, SBCE, SBMB, UKNU, UL, UM, UPUK
The debate on immigration policy and enforcement in the United States often revolves around the phenomenon of sanctuary cities. While past research accounts for Americans’ attitudes toward sanctuary ...cities and the effects of sanctuary policies on immigrant and Latino communities, less is known about how potential migrants factor sanctuary status into moving choices. We implement a conjoint survey experiment in Mexico, in which we ask respondents to rate the attractiveness of hypothetical localities in the United States described in terms of several attributes, including immigration enforcement policies. Results show that sanctuary status increases the attractiveness of potential immigration destinations in the United States. However, its effect is overshadowed by preferences for localities with many jobs and low crime rates, as well as ones that voted for Biden in 2020. Despite emphasis on sanctuary cities in U.S. political rhetoric, sanctuary policies only modestly increase the attractiveness of destinations for potential migrants.
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FZAB, GIS, IJS, KILJ, NLZOH, NUK, OILJ, SAZU, SBCE, SBMB, UKNU, UL, UM, UPUK
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