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- Title
HOLISTIC CONJOINT.
- Authors
Henderson, Caroline M.; Reibstein, David J.
- Abstract
Considerable research has focused on the role of product attributes in consumer preferences. Many approaches present the subjects with a set of attributes on which to rate available choices. This study contends that such a presentation heightens the salience of the attributes. An alternative procedure is presented where the subject is given a set of choices, but the underlying attributes under investigation are not made explicit. The nonstated attributes are orthogonally arrayed which allows for simple estimation of their partworths.
- Subjects
CONSUMER preferences; MANUFACTURED products
- Publication
Advances in Consumer Research, 1986, Vol 13, Issue 1, p282
- ISSN
0098-9258
- Publication type
Article