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Incentive-aligned conjoint analysis

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Because most conjoint studies are conducted in hypothetical situations with no consumption consequences for the participants, the extent to which the studies are able to uncover "true" consumer preference structures is questionable. Experimental economics literature, with its emphasis on incentive alignment and hypothetical bias, suggests that more realistic incentive-aligned studies result in stronger out-of-sample predictive performance of actual purchase behaviors and provide better estimates of consumer preference structures than do hypothetical studies. To test this hypothesis, an experiment is designed with conventional (hypothetical) conditions and parallel incentive-aligned counterparts. Using Chinese dinner specials as the context, a field experiment in a Chinese restaurant is conducted during dinnertime. The results provide strong evidence in favor of incentive-aligned choice conjoint analysis, in that incentive-aligned choice conjoint outperforms hypothetical choice conjoint in out-of-sample predictions. A second study confirms the results by providing strong evidence in favor of incentive-aligned choice analysis in out-of-sample predictions..Printed Journal

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Ketersediaan

Call Number	Location	Available
	PSB lt.dasar - Pascasarjana	1

Penerbit	American Marketing Association.,
Edisi	-
Subjek	Restaurants Incentives Research methodology Market research Preferences Conjoint analysis Accuracy
ISBN/ISSN	222437
Klasifikasi	-
Deskripsi Fisik	-
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data